Lies That Reach for the Stars



Just when I was getting green with envy at Penélope Cruz’ perfect, telescopic eyelashes, the company pitching them as “reaching for the stars” acknowledges they are, well, fake.

After a series of complaints before Spain’s main consumer advocate group, Consumidores en Acción, cosmetics giant L’Oréal has now modified its television commercial.

In the TV spot currently being broadcast in Spain viewers can see a tiny message on the botton of the screen that reads: “anuncio realizado con inserciones de pestañas” (commercial done with lash inserts.) Oh, dear!

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7 Responses to Lies That Reach for the Stars

  1. jeremy says:

    You can guarantee that all the cosmetic commercials are fake, in lots of different ways. Just ask a post-effects worker how many times they’ve had to remove zits, change hair color, eye color, remove hair. Soon there’ll be more digital person there than real person, if it isn’t that way already.

  2. tombo says:

    Yeah. What about truth in advertising? Put it back, put it back! 😉
    Or, to misquote Tom Waits: “Truth is away on business.”

    On the other hand: This only works if people are buying it. And they do. And a lot of them want to. I hear female colleagues complaining about the Dove ads with real women. They don’t want to see the truth, they want to see a dream they grew to believe in. Quite shocking. I can still see guys with sixpacks without wanting one 😉

  3. cuquita ruiz says:

    Y asi seguimos creyendo en el marketing y la publicidad? que Dios nos libre!

  4. Adrian Perez says:

    I don’t get it. What’s the issue? It’s a commercial. Having done commercials for years, we’ve done so many things that aren’t true. Actors instead of real construction workers. Tupes to give hair to a bald man. Plus, the camera itself changes a persons looks. This isn’t an issue. Ms. Cruz is a beautiful woman, and we know that. Having eyes enhanced is like pretending a person has a cold on one frame and then seeing them feeling good on the other. Did they really have a cold?


  5. Jorge says:

    It’s not the same, Adrian, you can’t show a bald man wearing a wig for Hair Club for Men. So using fake eyelashes might also be crossing the line. It’s bad enough that photographs are retouched to beauty ideals impossible for normal people to reach, now we’re gonna sell magical eyelashes that rise to the stars in a print ad? We don’t live in a print ad, we live in the real world, and women don’t deserve false promises without a disclaimer.

    That’s what car ads do when they show something crazy or impossible.

  6. Adrian Perez says:

    I don’t see the connection Jorge. Hair Club for Men does use wigs, that’s what they promote. Plus, cars dealers make financial offers that require disclaimers, not because of truth in advertising but because of laws governing lending institutions. So to say false eyelashes need disclaimers is telling us we need to do disclaimers on all commercials. We’ve seen “dramatizations” and we’ve seen “not their real names” so what do we do now, place “not a real person” or “not her real eyelashes” on ads. How do you promote the features of a product without enhancing them…McDonald’s Hamburgers don’t look like the picture we see. It’s amazing what we do with photoshop.


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