Here is an article that I wrote in 2006, unfortunately my views have not changed much in the ensuing three years! Except now there is a tiny message in the corner of the adverts that sometimes state lashes have been enhanced.
Nathalie Page B.A. (Hons) First Class is an experienced, qualified make-up artist (NASMAH – National Association of Screen make-up artists and hairdressers) as well as the Principle of a recognised and accredited Make-up Training School. Working on fashion shoots, music, TV, film and other media productions, she has an extensive cosmetics kit, including items favoured by A-list celebrities and Special Effects/Prosthetics equipment. Nathalie has been advising on make-up for a number of years and frequently complains to the advertising standards authority about the misleading claims by cosmetics and beauty companies.
"Don't you wish you were hot like me adverts?
Well actually, yes I do want fantastic eyelashes! But I am fed up of being promised that if I use product X, Y, and Z that I will look as fantastic as the model in the advert, and that my clients will too. Television Advertising has recently become a bit of a bug bear with me; in particular the current spate of new mascaras that promise to 'stretch and separate', lift and enhance the lashes' (what does this mean?), 'elongate', 'add 2000 calories' (not sure that’s really what I want!), 'add volume' to name but a few of the claims made. Yet they never seem to achieve the result shown in the advert.
I have to add at this point that it is not only Television advertisements that perpetuate these myths, but also magazines. However, in a magazine you only see the suggested finished result in the picture as opposed to the full and demonstrative implication of how it actually works on television. Most of us no doubt think that the model in question already has fantastic looks and you could put a paper bag over her head and her lashes would still look great. Some of these are fibrous mascaras, which can cause such a build up on the lashes that they are almost impossible to remove, or worse, they start flaking off after a few hours. These are also lethal if you’re a contact lens wearer, making your eyes stream with tears and the mascara run down your face (this can also apply to non-lens wearers, especially those of us who suffer from hay fever and bad colds - so, most of us then!).
But the real root of my frustration is that these adverts are misleading because the models eyes are beautified with either false lashes, individual lash extensions, or the lashes have been computer generated - the recent Geisha advert springs to mind as a particular example. Yes, you can call these tricks of the trade, but is it really fair? I think not. As a make-up artist I want products that work, will deliver the desired effect, and basically do what the manufacturers claim, and I am sure that is what others who buy these products want too. If I have to apply more than two coats to get the required result, then in my book it does not work.
We all know the importance of a good skincare regime, we know about not spending hours sun-worshipping without protection, eating a balanced, healthy diet, and drinking two litres of water every day, but we can choose to ignore this advice should we wish to do so, at our own peril. However when the next wonder product is released, we girls just can’t resist the temptation of trying it out. Mascaras with new style flexi brushes, wands and the like, all tempt us to see if it works. Ok, fair enough we only try it once and if we don’t like it, we relegate it to the bottom of our make-up bags, only for it to resurface two years later and yes, of course, it’s dried out by then so it ultimately ends up in the bin. It’s almost as if we keep them, as a reminder not to buy the product again. Sadly, this is all too familiar, but have you ever added up the cost of these one off purchases? Over a year or two, these impulse buys can soon add up to quite a bit but we just chalk it up to experience! Of course we all have personal favourites - that’s only natural. Different wands, textures and colours, suit different lashes. But that’s not what I am talking about; it’s the advertising method and the product's suggested result that is my big gripe.
I felt so aggrieved recently by the claims made by mascara manufacturers, that I finally put pen to paper - well, not quite. I sent an email to the Advertising Standards Agency to complain about a specific advert that was clearly using individual lash extensions. The response I got from the ASA was that their role was that of a regulator and as such they could only intervene if a commercial causes widespread offence, significant harm, or is materially misleading. The latter sounded promising to me, so I read on "Advertisers are allowed to show their product in the best possible light and this goes from facial creams to new cars and detergents. We think the aspects you are referring to are what is known as ‘advertising puffery’ So this, girls, is what we need to be aware of: “advertising puffery” is not misleading!? To add insult to injury, they pointed out that “we have not had any complaints from the competitors and they are very quick to contact us if there is a problem”.
I am not saying that all of the manufacturers claims’ are untrue or that mascara, as a product, has not moved on since its first being invented in 1913, but the hype is not all that it's cracked up to be and the products do not always achieve their stated claims. My advice is this: don’t fall for the false lashes or the individual lash extensions promised on TV or in the magazines, as the product will not achieve the desired result you are all seeking without those enhancements, which would really set you back a small fortune. So there you have it; as a lone single voice I made no impact. However I do feel that it’s about time we dealt with this collectively, so if you have tried a product based on the claims made by an advertisement and had unsatisfactory results, email me makeupartist@make-up-school.co.uk, I will collate your experiences and hopefully we can create a league table of the worst offenders. Next time I will be looking at skincare products, so do let me know your favourites and those that did not work for you…
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