Julie Roberts and Christy Turlington have been at the centre of an airbrushing scandal recently when the Advertising Standards Authority banned their respective make-up advertisements in the U.K.
It is the first decision of this kind after the British bodies regulating advertising practices have published a new advertising guidance that aimed to bring greater clarity about digital retouching for the cosmetics sector.
The defense used by these cosmetic companies was that, although “post-production techniques” (airbrushing) had been used, it accurately illustrated the products could achieve.
The Lancome product, Teint Miracle, claims it creates a natural light that emanates from beautiful skin.
The Maybelline Eraser foundation, claims to conceal crow’s feet, fine lines and dark circles.
It was admitted that post-production techniques had been used in its advert to “lighten the skin, clean up make-up, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows”.
Amanda from our Pro team at LA, had this to say regarding the banning of these advertisements “Airbrushing has been used since it was invented. It is only now because of these overly airbrushed adverts, is it being brought to the attention of the public. It is quite extreme. I think you have to take advertisements for what they are and realise that they are trying to sell you something, especially with regards to cosmetics. As a make-up artist, you must learn to tell what has been airbrushed, what has not been, what can be achieved and what cannot be.”
Do you prefer advertisements where natural beauty is celebrated not airbrushed? This an advertisement from the Dove Campaign for Real Beauty.
We want to know what you think. Do these advertisements promote an image that is simply unachievable? Should cosmetic companies be banned from using airbrushing completely?
Or do you think that advertisements are selling illusions and we must take them for what they are, understanding that the results are more than likely unachievable?
The LA Team