Coty, trading as Rimmel, had broadcast an advert showing Kate Moss applying Rimmel’s Lasting Finish Minerals Foundation before going to a tennis match. As the camera focused in on the supermodel’s face, a voice-over said “lasts for up to 12 hours – perfect finish”. At the bottom of the screen an accompanying text stated “12 HR WEAR”.
Complaint from viewers
Three viewers complained that these claims were misleading, because they were contradicted by the on-screen statement in smaller text that “20 out of 99 women agreed”.
While acknowledging that this last statement may have suggested to some viewers that the claim “lasts up to 12 hours” was not supported by Rimmel’s tests, ASA was satisfied by the data the company provided.
Its survey data showed that 20 per cent of panelists thought cover lasted for 12 to 13 hours and an additional 7 per cent thought it lasted more than 14 hours. ASA said this generally supported an “up to” claim.
Assessing cosmetic claims
However, ASA added that the spread of results and quality of data were also significant factors when assessing cosmetic or efficacy “up to” claims.
The consumer watchdog was satisfied that the overall results were good enough to support the claims. In particular, ASA said strong support was provided by the fact that 76 per cent of respondents thought the foundation lasted more than 8 hours.
ASA has been strict in its approach to beauty advertising claims and a number of big cosmetics companies have had rulings go against them in the past year including Estee Lauder, P&G and Avon.
At In-Cosmetics in Munich this year, Cosmetics Design spoke to Chris Gummer, director of Cider Solutions, to uncover the reason for the high number of guilty verdicts and determine who is to blame. To watch the video, click here.