Christina Hendricks is pitching a magical home hair coloring kit that will give you the perfect blond shade in just one step — but all is not as it seems in the ads.
The Mad Men star is featured in a series of Clairol Nice ’n Easy hair color ads, which purport to show that her trademark red tresses have gone blond in just one step.
— Daily Mirror (@DailyMirror) October 7, 2015
That would indeed be truly magical, since such a drastic change can be quite difficult to achieve even in the hands of a professional colorist. And therein lies the trouble.
Hair color experts in the U.K. accused Clairol of deceptive practices and asked the Advertising Standards Authority to investigate — and what they found was troubling indeed: The ad campaign was filmed in reverse! Hendricks, who has naturally blond hair but dyes it red, allowed the fiery hue to fade for eight weeks and then touched up the blond, filmed the end of the ad, then dyed her hair back to red and filmed the beginning.
Because of this, the ASA banned the ads in the U.K. — but Procter & Gamble, Clairol’s parent company, still stands behind the product.
“We are disappointed in the outcome as we are confident that the color change we depicted is achievable using our products,” the company said in a statement. “However, we respect the final decision of the ASA and will be removing the television copy from air with immediate effect.”
Hendricks has not commented on the matter.