An advert for Rimmel London has been banned for suggesting to women that it’s a necessity to put on make-up in school to succeed.
The Facebook advert learn: “Get ready to slay this back-to-school season. Get 25% off Multi-Tasker Concealer and other Rimmel faves…”
It included a video of 25-year-old influencer and former Love Island star Lana Jenkins making use of make-up.
Two folks complained the advert, which was seen in September, was irresponsible, suggesting that women have been solely prepared for a brand new college yr in the event that they wore make-up.
The Advertising Standards Authority (ASA) has dominated it should not seem once more on the grounds that it “had the effect of playing on young girls’ insecurities about their appearance”.
Coty UK, which trades as Rimmel London, stated the advert was a part of its Back to School marketing campaign however “in no way” communicated a must put on make-up.
It stated it focused ladies aged 18 to 35 who have been fascinated with cosmetics, magnificence, vogue and make-up.
It added that the wording, “Get ready to slay this back-to-school season” was supposed to inspire and construct confidence, not prey on younger women’ insecurities.
But the ASA stated the phrases “back-to-school season” would primarily be understood by viewers as referring to the time of the yr when college students returned to senior college or sixth kind faculty after the summer season break and would enchantment to them.
Particularly, it stated, when taken along side the advert’s vibrant pink color scheme, books and star emojis, in addition to the fluffy pink pen held by Jenkins within the video.
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The ASA stated: “We considered that the use of the word ‘slay’ in the claim ‘Get ready to slay this back-to-school season’ implied that girls or young women were more likely to succeed or do well when they went back to school if they wore make-up, in this case a concealing and contouring product.
“We thought-about the advert had the impact of taking part in on younger women’ insecurities about their look and due to this fact concluded it was irresponsible.”
Source: information.sky.com”