adbustingadvertisingbadvertisingcorporate hypocrisymediatelevisionTV commercials

Yet Another Misleading Ad by L’Oreal?

By November 22, 2009 April 24th, 2011 2 Comments

This TV commercial for “L’Oréal Elvive Full Restore 5” shampoo and conditioner has drawn criticism in the United Kingdom. The reason? Singer Cheryl Cole, the woman featured in the commercial, is wearing expensive hair extension, that cost up to £1,000 pounds ($1650). It would be thus impossible to obtain the same look by simply using the shampoo.

According to the Times of London:

During her TV commercial, a message flashes up, saying her hair is “styled with some natural extensions”, but it remains on screen for fewer than two seconds of its 30-second duration. In magazine advertisements, the hair extensions are mentioned in print 2mm high.

The Advertising Standards Authority (ASA) said it had rejected 13 complaints that the ads were misleading because the disclaimer about Cole’s hair extensions was “clear and legible”.

And what about L’Oreal‘s take on this? From the Times:

A spokeswoman for L’Oréal said she “did not know” whether Cole used human or artificial extensions. A company statement said: “Cheryl has worn hair extensions for some time. They are part of her look and are cared for in the same way as normal hair.”

Full article here: “L’Oréal row takes the shine off Cheryl Cole’s hair

For a related post on shampoo commercials, check out this other blog post: “The Evolution of Shampoo Commercials