British regulators banned a magazine advert for an anti-ageing moisturiser by French cosmetics company L'Oréal on Wednesday after upholding a complaint that the image of the model, actress Rachel Weisz, was misleading.

"/> British regulators banned a magazine advert for an anti-ageing moisturiser by French cosmetics company L'Oréal on Wednesday after upholding a complaint that the image of the model, actress Rachel Weisz, was misleading.

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Watchdog bans ‘misleading’ L’Oréal ad

British regulators banned a magazine advert for an anti-ageing moisturiser by French cosmetics company L'Oréal on Wednesday after upholding a complaint that the image of the model, actress Rachel Weisz, was misleading.

The two-page ad for Revitalift Repair 10, which appeared in September, featured a black and white close-up photograph of Weisz and a list of the ten properties of the cream, including reducing the appearance of wrinkles.

The Advertising Standards Authority (ASA) said it had upheld a complaint by Jo Swinson, a lawmaker for the junior government coalition partners, the Liberal Democrats, and a campaigner on improving body image.

“Although we considered that the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weisz’s face, we considered that the image had been altered in a way that substantially changed her complexion to make it appear smoother and more even,” an ASA ruling said.

“We therefore concluded that the image in the ad misleadingly exaggerated the performance of the product in relation to the claims ‘Skin Looks Smoother’ and ‘Complexion Looks More Even’.”

L’Oréal said cosmetics firms were entitled to present their product in the best possible light, adding that Weisz had been professionally styled and made up and photographed under ample light and with a soft focus.

Swinson welcomed the ruling, under which L’Oréal must not publish the ad in its current form again, saying: “The beauty and advertising industries need to stop ripping off consumers with dishonest images.”

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MODEL

L’Oreal drops trans model over controversial comments

French cosmetics giant L'Oreal on Friday confirmed it had dropped a British transgender model over comments the company deemed "at odds with our values," after she was hired as part of a diversity campaign.

L'Oreal drops trans model over controversial comments
File photo: AFP

“L'Oreal champions diversity,” the beauty brand said on Twitter. “Comments by Munroe Bergdorf are at odds with our values and so we have decided to end our partnership with her”.

L'Oreal had tapped Bergdorf — a 29-year-old model, DJ and trans activist whose father is Jamaican — as one of the five newest faces of its #allworthit campaign to introduce the five new shades of its True Match face makeup.

The foundation make-up boasts 28 unique shades ranging from very light to dark brown in a bid to match the myriad different skin tones and textures of people worldwide.

According to British Vogue, Bergdorf was the first transgender woman to be featured in a L'Oreal Paris UK campaign.

But controversy erupted when Bergdorf took to Facebook in a now-deleted post to react to events in the US city of Charlottesville, where a woman was killed on August 12th after an avowed white supremacist rammed his car into a group of anti-racism counter-protesters.

“Honestly I don't have energy to talk about the racial violence of white people any more. Yes ALL white people,” Bergdorf wrote, according to copies posted in British media.

“Once white people begin to admit that their race is the most violent and oppressive force of nature on Earth… then we can talk,” the model reportedly wrote.

L'Oreal told British media it “remains committed to celebrating diversity and breaking down barriers in beauty”.

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