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Cheryl Cole and L'Oreal Get Blasted For Misleading Advert

Beauty Byte: Cheryl Cole and L'Oreal Get Blasted For Illusory Ad

The complaints are pouring in (13 of them to be exact) to the Advertising Standards Authority about the misleading images for the newest L'Oreal Elvive Full Restore 5 haircare products commercial and print adverts starring Cheryl Cole.

People feel that since Cheryl is wearing hair extensions in the ads, they aren't being portrayed as true. However, the complaints have so far been rejected based on the disclaimer in the commercials and the print ads that states that Cheryl's hair is "styled with some natural extensions." This, however, is not appeasing the public, as they don't feel this message is clearly portrayed.

What are your thoughts on these complaints? Do you think that L'Oreal should have been more up front about Cheryl's hair extensions so that people don't think they can have hair just like hers if they use the new Elvive Full Restore 5 range, or do you think that by including the disclaimer they have been responsible?


To see if you can spot the disclaimer in the commercial, just


Photo Courtesy of L'Oreal

silverfox212 silverfox212 6 years
i don't know about the hair extensions. if you complain about those, then why not fake eyelashes, or photoshop?
snoopdog221 snoopdog221 7 years
anyone who can line their pockets advertising for L`oreal Is scum.The animals that suffer In the laboratories will be down to her,
MissPoshy MissPoshy 7 years
Click on this link girls.. Mrs Cole's hair before extensions. Her hair has even been styled professionally here, and may have the odd extension in. But her hair like this won't sell the shampoo lol...x
MissPoshy MissPoshy 7 years
I so agree. Cheryl Cole is a faker. Her hair was average to thin when she started out. Her hair is full of extensions and professionals on her. Same goes for her fake teeth. I will not buy a shampoo thats based on a lie. They should have her hair like it used to be, and have her wash her hair in elvive!.. ha, the shampoo won't work. No such thing. !!!. Cheryl shame on you! and L'oreal.
jocupcake jocupcake 7 years
Bella it does seem like that! I didn't think anything of her hair in this commercial because I'm so used to seeing artificially thickened/ lengthened hair in US commercials. And they don't even bother to give us disclaimers!
RoaringSilence RoaringSilence 7 years
At least this time it's not about skin color! But seriously... it's advertising! Nothing is real! Everybody knows that. Do these people also complain if their microwave dinners don't look the same in real life? Find a hobby!
Rouge14 Rouge14 7 years
I forgot to add the link of what picture I was talking about in the part your hair sentence, oops (there it is)
Rouge14 Rouge14 7 years
Why did they use hair extensions in the first place, why can't beauty brands just advertise what their product really do and not what they want you to think it does, this is just as bad as all the photoshopping being done on every single ads, they go so overboard with all this fakeness it actually isn't even believable anymore...I mean, come on, who can part their hair like that? with no skin visible at all? and hair that's glowing like a disco ball? I wish advertisers would stop playing dumb with their tiny disclaimers, and would actually advertise things as they really are, they wouldn't even need disclaimers anymore and it'd give them a lot more credibility...
Bee-lovely Bee-lovely 7 years
I just struggle to understand on a whole why companies such as loreal, or rimmel etc... want to portray their company as fake, when i see and advert like the Cheryl one, i just think, well her hair isnt real i'm not buying that product,its not a real representation. I have numerous friends with lucious natural long hair, with natural bounce and shine, why dont loreal use real women, it never did Dove any harm. And the same applys to Mascara, instead of going to the hassle to issue a disclaimer, that it has used "lash inserts", why not use somebody with naturally long eye lashes, i have been naturally blessed with eyelashes that touch my eyebrows, and I'm not the only one. I know if companies started using realistic models, (and no i'm not bothered what size shape colour they are) i would start using their products. Anyway, Rant over.
c4rolin3 c4rolin3 7 years
To be honest, it doesn't bother me that it's L'Oreal or whatever. I just can't stand Cheryl Cole. I don't understand how she's become the supposed nations sweetheart, when she's so fake .... Also everyone seems to have forgotten that she's a racist and a thug! Half of her family are criminals. I'm all for rehabilitation and second chances- but pft.... I'm over her.
Beauty Beauty 7 years
It's interesting that advertising seems more regulated in the UK than in the US. This isn't the first time L'Oreal has been in hot water for misleading ads.
c4rolin3 c4rolin3 7 years
Allytta- that's what I was trying to say. I think the consumer knows that to a certain extent, a few extensions would be used and airbrushing/enhancements are done post shooting. However, to have someone who has a whole head of hair extensions and no natural hair advertising for a shampoo really does take the biscuit.
Allytta Allytta 7 years
they all wear extensions, whether it's hair or lashes. everything is enhanced, with the use of Photoshop or other tools. People should realise that, but I support complains, as advertisement is crossing into new water of falseness. We need more realistic things in our lives, or soon The Surrogates won't be just another science fiction film, it will be reality.
c4rolin3 c4rolin3 7 years
I thought this at the time - all my friends and I feel the same As I'm sure many others do, however just don't go so far as to complain I think that usually when there are some hair adverts, such as Eva Longoria and it says 'styled with some hair extensions' - we're ok with that. Same goes on mascara adverts- we know they use 'lash inserts' and it's clearly stated. However, with this advert it's completely different. Unlike previous people - the hair extensions aren't for the sake of the shoot. Look back to when Cheryl auditioned in Popstars the rivals- her hair was so thin and she had hardly any of it - it's clear that not just some of the hair is extensions, but pretty much all of it. It doesn't add to her already thick hair - she hardly has any of her own! It's a joke - I'm glad some people officially complained.
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