Olay’s Eye Illuminator Banned on Twiggy
As the advertisement says featuring a smiling Twiggy:
“Olay is my secret to brighter-looking eyes.”
The anti-ageing cream promoted by the brand should make the 60-year-old skin shine with youth. But the truth is that Twiggy was airbrushed as to make the ad look more attractive as if resulting of the Olay Regenerist Definity eye illuminator.
Text in the magazine advert said:
“Because younger-looking eyes never go out of fashion. Olay Definity eye illuminator. Reduces the look of wrinkles and dark circles for brighter, younger-looking eyes.”
The airbrushed wrinkles around Twiggy’s eyes made the watchdogs notice that. Critics said they could not believe the image was genuine, particularly when set against other photos of the model. Probably it could give the wrong impression to the purchasers.
The advertisement triggered more than 700 complaints, led by LibDem MP Jo Swinson, who has called for the banning of airbrushing in advertising.
“If advertisers think that someone as beautiful as Twiggy needs to be so heavily airbrushed, then what hope is there for the rest of us? Experts have proved airbrushing contributes to a host of problems in women and young girls such as depression and eating disorders.”
Today the Advertising Standards Authority says in a ruling:
“The post-production retouching of this ad, specifically in the eye area, could give consumers a misleading impression of the effect the product could achieve.”
However, it added that older women would understand that Twiggy’s youthful appearance was not solely achieved by using the Olay product.
Procter & Gamble, which makes Olay, said the “minor retouching” had been inconsistent with its policies and it had already replaced the image with one with “no postproduction work in the eye area”.
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