It has been discovered that the “back to school season” makeup advertisement incited girls’ anxiety, and future advertisements will be prohibited.
Wednesday 20 December 2023 01:18, United Kingdom
A Rimmel London ad has been banned after it suggested girls needed to wear make-up at school to succeed.
The Facebook ad said: “Get ready for back-to-school season. Get 25% off Multitasker His Concealer and other Rimmel favorites with his…”
It included a video of 25-year-old influencer and former Love Island star Lana Jenkins getting her make-up done.
They complained that the ad, which ran in September, was irresponsible and suggested that girls were not ready for the new school year without makeup.
The Advertising Standards Authority (ASA) ruled that the ad must not be run again because it “had the effect of stoking young girls’ concerns about their appearance”.
Coty UK, trading as Rimmel London, said the advert, which was part of its back-to-school campaign, “in no way” communicated the need to wear make-up.
The company is targeting women between the ages of 18 and 35 who are interested in cosmetics, beauty, fashion, and makeup.
She added that the text “Get ready to crush this back-to-school season” was meant to motivate and boost confidence, not to prey on young girls’ insecurities.
However, ASA said the term “back-to-school season” would primarily appeal to viewers as it is understood to refer to the time when students return to high school or sixth year college after the summer break.
Especially when paired with the ad’s bright pink color scheme, book and star emojis, and the fluffy pink pen Jenkins is holding in the video, he said.
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The ASA said: “The use of the word ‘kill’ in the claim ‘Get ready to kill this back-to-school season’ means girls and young women can be successful or successful when returning to school. “I thought it implied that there was a high chance of achieving good grades.” If you wear makeup, you go to school, but in this case it’s concealing and contouring products.
“We believe this advert has the effect of stoking concerns about appearance in young girls and has concluded that it is irresponsible.”