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| L’Oréal's Helen Mirren ads cleared over airbrushing claim | L’Oréal's Helen Mirren ads cleared over airbrushing claim |
| (about 1 hour later) | |
| Ads for L’Oréal moisturising cream featuring Helen Mirren have been cleared over claims her appearance was digitally retouched. | Ads for L’Oréal moisturising cream featuring Helen Mirren have been cleared over claims her appearance was digitally retouched. |
| The TV ad for L’Oréal Paris Age Perfect showed the 69-year-old star being offered a seat at a bus stop and looking unhappy, while her voiceover said “Ever feel like you go unnoticed? And when you aren’t, well, enough.” | The TV ad for L’Oréal Paris Age Perfect showed the 69-year-old star being offered a seat at a bus stop and looking unhappy, while her voiceover said “Ever feel like you go unnoticed? And when you aren’t, well, enough.” |
| She added: “It’s the science I trust to help me look like me. Nourish and indulge your skin, and show those age spots who’s boss. Grow another year bolder. Look and feel more radiant. Our perfect age is now. So are we worth it? More than ever.” | She added: “It’s the science I trust to help me look like me. Nourish and indulge your skin, and show those age spots who’s boss. Grow another year bolder. Look and feel more radiant. Our perfect age is now. So are we worth it? More than ever.” |
| During the voiceover there were several closeups of Mirren’s face and towards the end of the ad she was shown dressed in a leather jacket and bold makeup, and glancing at a younger man. | During the voiceover there were several closeups of Mirren’s face and towards the end of the ad she was shown dressed in a leather jacket and bold makeup, and glancing at a younger man. |
| On-screen text during the ad read “Nourished with moisture. Age spots appear reduced. Radiance.” | |
| A press ad featured an image of Mirren’s face with a quote from her that stated “Age is just a number and maths was never my thing!” Text said “Age spots appear reduced. Skin feels nourished with moisture. Complexion looks more radiant.” | A press ad featured an image of Mirren’s face with a quote from her that stated “Age is just a number and maths was never my thing!” Text said “Age spots appear reduced. Skin feels nourished with moisture. Complexion looks more radiant.” |
| A viewer complained that “post-production techniques” had been used to alter Mirren’s appearance, specifically the lines around her mouth, and claimed the ads misleadingly exaggerated the likely effect that could be achieved by consumers. | A viewer complained that “post-production techniques” had been used to alter Mirren’s appearance, specifically the lines around her mouth, and claimed the ads misleadingly exaggerated the likely effect that could be achieved by consumers. |
| L’Oréal said it wanted to ensure its depiction of Mirren was in keeping with her public image. It cited four images of Mirren from recent red carpet events and said the images of her in the ads were entirely in line with such public appearances when she had been professionally styled and made up. It said the lines around her mouth were consistent in both the ads and the red carpet photos. | L’Oréal said it wanted to ensure its depiction of Mirren was in keeping with her public image. It cited four images of Mirren from recent red carpet events and said the images of her in the ads were entirely in line with such public appearances when she had been professionally styled and made up. It said the lines around her mouth were consistent in both the ads and the red carpet photos. |
| It said no post-production changes were made to Mirren’s face in the TV ad, and provided a list of the techniques that had been used for the print version, none of which related to wrinkles or to the skin on her face or neck. | It said no post-production changes were made to Mirren’s face in the TV ad, and provided a list of the techniques that had been used for the print version, none of which related to wrinkles or to the skin on her face or neck. |
| The ASA investigated the ads under the rules regarding misleading advertising, substantiation and Exaggeration. | The ASA investigated the ads under the rules regarding misleading advertising, substantiation and Exaggeration. |
| It said: “The ASA considered that consumers would expect Helen Mirren to have been professionally styled and made-up for the photo shoot, and to have been photographed and filmed professionally in flattering conditions. | It said: “The ASA considered that consumers would expect Helen Mirren to have been professionally styled and made-up for the photo shoot, and to have been photographed and filmed professionally in flattering conditions. |
| “With regard to [the print ad], we understood that some retouching had been carried out but that the changes were minor and did not relate in any way to the claims made for the product. We considered this approach was acceptable so long as the resulting effect was not one which misleadingly exaggerated the effect the product was capable of achieving. | “With regard to [the print ad], we understood that some retouching had been carried out but that the changes were minor and did not relate in any way to the claims made for the product. We considered this approach was acceptable so long as the resulting effect was not one which misleadingly exaggerated the effect the product was capable of achieving. |
| “With regard to [the TV ad] … We noted that wrinkles were clearly visible on Ms Mirren’s face in both ads, including across her forehead and around her mouth. We considered that the recent press images of Ms Mirren would have reflected a similar degree of professional styling and makeup as the images in the ad, without any post-production amendments, and that her appearance in the ads was comparable to those more candid images. | “With regard to [the TV ad] … We noted that wrinkles were clearly visible on Ms Mirren’s face in both ads, including across her forehead and around her mouth. We considered that the recent press images of Ms Mirren would have reflected a similar degree of professional styling and makeup as the images in the ad, without any post-production amendments, and that her appearance in the ads was comparable to those more candid images. |
| “We therefore considered that the ads had not altered Ms Mirren’s appearance in a way that would exaggerate the likely effect that could be achieved by consumers’ use of the product, and concluded that the ads were not misleading.” | “We therefore considered that the ads had not altered Ms Mirren’s appearance in a way that would exaggerate the likely effect that could be achieved by consumers’ use of the product, and concluded that the ads were not misleading.” |