NAD Finds P&G Acted Properly in Discontinuing Mascara Advertising Featuring Post-Production Enhancements

New York, New York – Dec. 15, 2011 – The National Advertising Division has determined that the Procter & Gamble Company acted properly in discontinuing superior performance claims made in print advertising by the company for its CoverGirl NatureLuxe Mousse Mascara.

NAD the advertising industry’s self-regulatory forum, requested substantiation for the following express claims:

• “2X more volume**”  “**vs. bare lashes”
• “20% lighter*”  “*vs. the most expensive mascara.”

NAD also considered whether the advertising at issue conveyed the implied messages that consumers who use CoverGirl NatureLuxe Mousse Mascara would get lashes like those depicted in the advertisement and that the lashes depicted in the photograph were achieved solely by using CoverGirl NatureLuxe Mousse Mascara, without post-production enhancement.

The advertising at issue featured a celebrity looking up to highlight her long eyelashes. Beneath was the disclaimer “lashes enhanced in post-production.”

Upon receipt of NAD’s initial inquiry, the advertiser advised NAD it had permanently discontinued all of the challenged claims and the photograph in its advertisement.  It is well-established that product demonstrations in advertisements must be truthful and accurate and cannot be enhanced. Consequently, NAD appreciated the advertiser’s action, which NAD deemed necessary and proper.