L'Oreal cleared in Helen Mirren airbrushing complaint

The Advertising Standards Authority conclude the 69-year-old just really looks this good.

After viewers questioned whether Dame Helen Mirren's L'Oreal campaigns were doctored to make her appear more youthful, the UK's Advertising Standards Authority has confirmed that no misleading digital retouching took place.

The complaint was that the veteran actress - and beauty icon - appeared to have had her wrinkles airbrushed in the TV campaign for the beauty giant's Age Perfect products, which you can watch below.

The ASA investigated the accusation of "post-production techniques" used and ruled that the brand did not make any false or misleading claims. Well why would they need to when Helen looks this incredible at 69 years old?

Their statement said that they noted wrinkles were clearly visible on her face in the ads, "across her forehead and around her mouth." They then compared this to recent red carpet images of the star which they said "would have reflected a similar degree of professional styling and makeup as the images in the ad, without any post-production amendments", and that "her appearance in the ads was comparable to those more candid images."

Their conclusion? "The ads had not altered Ms Mirren's appearance in a way that would exaggerate the likely effect that could be achieved by consumers' use of the product", and therefore they were not misleading.

This seems important because not only is it reassuring to have our collective cynicism investigated and confidence in beauty products confirmed, but also these specific ads - and Dame Helen - are helping smash ageism in the beauty world, something we really believe in. We hope they continue to do so this beautifully.

By Bridget March

See the full story on Cosmopolitan.co.uk

Advertisement - Continue Reading Below

What do you think?

Beauty
Share
This Is Exactly How Kim Kardashian Uses Her Contour and Highlighting Sticks
It takes about 12 minutes and nine steps.
Beauty
Share
22 Life-Saving Beauty Tricks to Use When You're Running Late
How handy are these?!
Beauty
Share
9 No-Heat Ways to Style Wet Hair That Are Easy AF!
For the days when you need a break from your hot tools.
Beauty
Share
6 Ways to Make Your Shave Last for Days
Step away from the shower gel...
Beauty
Share
Be a Beauty Boss: Make-Up Artist Edition
Part three of a three part series to have a power-career in the beauty world.
Beauty
Share
Be a Beauty Boss: Nail Technician Edition
Part two of a three part series to have a power-career in the beauty world.
Beauty
Share
Be a Beauty Boss: Hairstylist Edition
Part one of a three part series to have a power-career in the beauty world.
Beauty
Share
Bizarre Beauty Trends That Are Taking Over Your Instagram Feed!
Your Dos and Don'ts for the offbeat summer beauty trends.
Beauty
Share
Feed Your Face
To get gorge from the inside out, eat more beauty-boosting foods.
Beauty
Share
I Used Ayurvedic And Organic Products For a Week...
...and here's what happened.