Twiggy Olay Definity Advert Banned for Airbrushed Wrinkles
In the new Olay Definity advertisement featuring model, actress and singer Twiggy, the company decided to do a little too much airbrushing on her wrinkles, rendering the advert misleading. The campaign is for the beauty retailer’s anti-aging eye cream, Definity Eye Illuminator, but the Advertising Standards Authority has banned it from consumer view.
There more than 700 people have complained about the advert (since its release in July) being digitally retouched, giving a false impression that the product alone is what kept Twiggy, age 60, looking practically free of wrinkles. The ASA upheld accusations that the advert was misleading, but a later complaint that the advert was socially irresponsible was rejected.
In the campaign, Olay claims that the eye cream will reduce the look of wrinkles and dark circles for brighter, younger-looking eyes and is only priced at £24.99. However, when Scottish Liberal Democrat MP Jo Swinson, aside from a website opposing airbrushed photos of models, saw the advert, controversy was only seconds away. Miss Swinson even claims that the airbrushing could have a bad effect on the perception people have of their own bodies.
In a statement from the ASA, they agreed that the retouching and claim in the ad for brighter, younger looking eyes could be misleading to customers. However, they said that people expect models to be professionally styled and made up in advertisements for beauty products, and since this was geared toward mature women, they would have easily seen that Twiggy couldn’t achieve her look just by using the product. The ASA also added that it will unlikely have a bad impact on their target audience’s perception of their bodies.
A Procter and Gamble spokesman, the company behind Olay, said that they soon realized that the airbrushing was inconsistent with their policies. He explained that something happened during the process before the advertisement was released, but they have since taken steps to ensure this doesn’t happen again.
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