An advert for a Christian Dior mascara has been banned after the Advertising Standards Authority (ASA) ruled it was misleading to customers.
The new look Dior Show mascara, modeled by Hollywood actress Natalie Portman, appeared alongside the text: "Lash-multiplying effect volume and care mascara.
"The miracle of a nano brush for an unrivalled lash creator effect. It delivers spectacular volume-multiplying effect, lash by lash."
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However, rival cosmetics firm L’Oreal complained that the advert misleadingly exaggerated the likely effects of the product.
Dior refuted the claims, arguing that the fact there had been no complaints from customers meant the advert did not exceed expectations of the product.
It admitted it used Photoshop to edit Portman’s lashes post-production, which was "primarily used to separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes".
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Dior added that a "minimal amount" of retouching also took place to increase the thickness and volume of her natural lashes.
The ASA investigated and found that the advert was likely to mislead and ruled the advert could not appear again ‘in its current form’.