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I don’t care one teeny tiny bit since everyone generally looks like a caricature of a human being. I’ve come to expect nothing but false advertising.

It frustrates me. A LOT. I hate that beauty ads can’t even show real, beautiful women, but always have to make some tweak to make her look ‘perfect.’ Perfection doesn’t exist! It isn’t attainable! So just show women as their beautiful, natural selves. But, that’s just my own opinion.

Exactly! And it definitely is questionable – like, if a brand’s mascara isn’t good enough to be used alone in an ad without being retouched, then how bad is it? All credibility of its claims just goes away. If a mascara (or any product, for that matter) needs to be retouched to oblivion in order to make it appealing, then the product can’t be as fabulous as they claim. Otherwise, they would use it without photoshop!

I completely agree. Mascara ads are the worst offenders because they are so obviously fake. I ignore them completely.

I would love a world where airbrushed advertisements were banned, but realistically, as long as the product itself isn’t airbrushed, I’m fine. (e.g. it’s a foundation ad and the skin is airbrushed vs. it’s a mascara ad and the skin is airbrushed). I love the MUFE airbrush free ad…really makes me think the product can stand its own ground, if that makes sense.

As a business student, I understand the “do what will sell” philosophy, but I cannot stand with airbrushing and special effects are misleading.

If you read the fine print in mascara/hair commercials, you’ll see “lash inserts used” or “hair extensions used.” This is absolutely not okay!

I think LORAC goes overboard with the airbrushing to the point that the women look like cartoons instead of real humans who were photographed.

A little is ok but what I hate are mascara ads. You can totally tell the lashes are completely fake AND computerized. I don’t know if I’ve seen one mascara ad with just real lashes.

What really irks me is false eyelashes in mascara ads!!! The mascara WONT make your eyelashes look like that because the model is wearing falsies!! So misleading!

Yeah, that’s annoying. If I buy a mascara I want to know how it’ll actually look and not be unhappy with the result afterwards. I’m picky when it comes to mascara, it has to be the right one or I don’t like the look of mascara on me…

It’s too much when it distorts what the product actually does. A good example of bad airbrushing / editing is MAC’s Blast O’ Blue lipstick. The model wore opaque blue (vivid) lips, while the actual product was actually VERY sheer. Another example is in Milani’s Infinite Liquid Eyeliner. The ad has a very blended blue line on the model, which is not possible with the actual product (it’s a great product still). It’s actually obvious that the blue line (supposedly the eyeliner in color “infinite”) was placed there via photo editing. How insulting! People who love makeup are not stupid!

For the sake of artistry and advertising, a little airbrushing is acceptable (makes the products and models look cleaner, perhaps, with lighting), but misrepresentation of the products is never okay.

And just to add on–I think an example of good airbrushing is MAC’s MAC Me Over promo pictures. They’re very lightly airbrushed, but the individuals are still appear to be themselves, not erased in any way. Fine lines, wrinkles, freckles etc. are still there, but the lighting also looks wonderful, and the shots are very clear and well-made.

I LOVE MAC’s Make Me Over promo ads. Even if they were photo-edited within an inch of their lives (though like you, I don’t feel they were), MAC’s to be applauded for bringing faces into cosmetics ads that you never usually see. It’s nice to see an ad campaign that reflects the diversity of their clientele, one that’s of both genders, all races, all ages and all sizes.

That’s the one thing I do like about MAC ads is that they try to gt creative with th lighting and keep the airbrushing to a minimal. You can still see the texture of the skin on their models.

Not a fan of it at all. I think it’s completely false advertising. I don’t think it should be done at all. Not for the tiny zit or the deep wrinkles on your face. As a huge consumer of cosmetics, I don’t believe the images for any cosmetic advertisements. Most of the time they are so over the top manipulated nothing looks real anymore. I try my best to go in person & test products out myself.

The point of a photo retouch should be to fix something that wasn’t obvious during the photoshoot, but detracts from the final presentation. If a retoucher removes shine and keeps a nice, normal glow, then that’s fine; but if the face doesn’t look real, that’s the same thing

I mostly don’t mind if the advertisement is for an eyeshadow or lipstick as long as the color and finish are accurate. But for foundation… A totally different story. Most models in foundation ads look as if they’ve never had a blemish in their lives. In a lot of ads, models’ noses and chins looks to be on the same plane as the rest of their faces. They just look TOO smooth. And nobody’s skin looks like that. So… I think foundation advertisements are the least likely to convey the capabilities of a product accurately.

In some countries, L’Oreal had to remove ads that were way too airbrushed. One of the Chapman sisters recently wrote about this subject on Pixiwoo (post from Thursday, 4 August 2011).
Finally authorities are reacting to these lying ads!

meh… it doesn’t really bother me that much. the idea of it IS kind of odd though, since the ad is selling makeup shouldn’t the ad show you what it can really do??? but again, i don’t really mind – mascara ads are horrid though! i don’t understand how those are even legal.

it depends…some photoshopping is fine. they’re selling an ideal…but it needs to be believable. when they go over the top, it looks creepy &, not beautiful at all.

good: http://www.temptalia.com/images/maccosmetics/media_doubledazzlep001.jpg
clearly it’s been photoshopped, but you can still see texture and freckles on her skin, shadow under her eyes, eyeliner texture, etc. it’s a beautiful image, but not waxwork-like at all.

scary, she doesn’t look human. if you saw someone like that in reality, you would get the fright of your life. her eyes look like laser beams!

Does anyone actually look at ads and believe that anything about the picture gives the viewer an accurate representation of what results from using that product would be like? I think airbrushing is lame, but I’m so used to being lied to in 1,001 ways by cosmetics ads that I can’t be bothered to really care about this in one way or another. Anyone who buys products based on what a model looks like in an ad is a fool in my opinion, because airbrushing isn’t the only way they lie to you. Mascara ads where they apply mascara over faux lashes (which are likely full, long and lush without mascara on top) are just as big of a lie, and that requires no photo editing.

it tends to alienate me as a customer when I see claims about a product that’s enhanced. I don’t mind as much when it’s more of an art thing. I mean I think Drew Barrymore’s Cover Girl ads are really pretty and sometimes give me makeup ideas even though I’d never buy Cover Girl. things like false lashes on a mascara ad annoy me but I can ignore them in a perfume ad.

i hate it. it’s unnecessary to manufacture this false ethereal perfection just to sell products. most of the time it’s a straight-up lie, i.e. models in mascara ads clearly wearing false lashes and promising the same impossible results from the product. we all know it’s false but we accept it anyway. it allows brands to focus less on the quality of the actual product and put all their effort into pretending it’s something it isn’t. i think the surge in popularity of blogs like yours and the youtube beauty community in general has a lot to do with women needing an honest and clear opinion for once. we can see the real performance of the products on normal girls who don’t have the advantage of insane airbrushing and camera tricks, and hopefully avoid spending our money on a false promise because of it.

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