A CoverGirl ad featuring Taylor Swift has been yanked after it was deemed too fake. What happened?
Taylor Swift is so totally fake — at least, according to the Better Business Bureau. The group’s National Advertising Division caught CoverGirl fibbing in one of their ads — and the cosmetic giant has yanked it rather than prove their claims.
The ad for NatureLuxe Mousse Mascara features the always-pretty Swift with long, fluttering eyelashes with the promise “2X more volume.” Only upon much closer inspection would a reader see the small print: “Lashes enhanced in post production.”
“You can’t use a photograph to demonstrate how a cosmetic will look after it is applied to a woman’s face and then — in the mice type — have a disclosure that says ‘okay, not really,'” NAD director Andrea Levine told Business Insider.
Does the mascara actually plump up lashes with two times more volume or not? When the NAD asked CoverGirl to back up their claims with scientific proof, parent company Proctor and Gamble chose to pull the campaign instead.
“Upon receiving the inquiry from the NAD, P&G discontinued the advertisement in question,” a P&G spokesperson wrote in an emailed statement to the press. “The NAD has deemed our intervention as accurate and proper. We have always been committed, and we continue to be committed, to featuring visuals and claims that accurately represent our products’ benefits.”
Sounds fishy to us, too.
“It is well established that product demonstrations in advertisements must be truthful and accurate and cannot be enhanced,” an NAD spokesperson said in response to the retraction.
Meanwhile, Taylor Swift is still pretty, plumped up lashes or not.