The Truth Behind Those Impossibly Impressive Mascara Ads

We’ve discussed the use of lash inserts (otherwise known as false eyelashes) in mascara ads before, but while authorities in the UK say they’re a no-no, the US has much less stringent policies.

Jezebel came across a CoverGirl LashBlast ad starring America’s Next Top Model winner Nicole Fox that concedes (in the finest of fine print): “Lash inserts were applied to both of Nicole’s lashes to add lash count before applying mascara.” Ugh. This is especially ridiculous since the ad copy itself reads: “LastBlast gives you true volume. If your mascara promises volume but delivers clumps — that’s false! True volume comes from our big brush, not from big clumps. Try LastBlast Volume for yourself. You may never go ‘false’ again.” But, you see, she’s wearing falsies!

When Rimmel pulled the same crap with a Georgia May Jagger ad, the British Advertising Standards Authority was pissed. They didn’t care that Rimmel, like CoverGirl, included a disclaimer of sorts — they still considered it misleading to consumers. And we agree!

Check out the ad below. False advertising! Pun intended!


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