A TVC and press ad for L’Oreal Paris Age Perfect moisturising cream has been cleared of accusations it exaggerated the age defining qualities of the product and airbrushed the ad’s star Dame Helen Mirren.
The UK Advertising Standards Authority (ASA) received complains that Mirren’s appearance looked suspiciously like post-production techniques had been used, especially around her mouth and eyes.
L’Oreal Paris argued the depiction of Mirren was “in keeping with her public image”. The makeup company included four images of Mirren from recent red carpet events when she had been professionally styled and made-up
The ASA statement said: “We considered that consumers would expect Helen Mirren to have been professionally styled and made-up for the photoshoot, and to have been photographed and filmed professionally in flattering conditions.
“With regard to the press ad, we understood that some re-touching had been carried out but that the changes were minor and did not relate in any way to the claims which were 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 acknowledged the affidavit provided by the production agency.
“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 make-up 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.”