Cheryl Cole Promotes L’Oréal False Lash Telescopic Mascara

Not content with launching her very own lipstick for charity a matter of weeks ago, Cheryl Cole has now turned her attention to her eyes. In L’Oréal’s new campaign for their False Lash Telescopic Mascara, Cheryl is seen batting her eyelids as she applies the mascara before a night out with her chums. She says of the product, “I can’t ever remember using a different mascara to L’Oréal Paris Telescopic, I’ve used it for years.” Cheryl is probably telling the truth as she has been the face of L’Oréal since 2009 and advertised their hair shampoo and conditioning products, as well as their hair dyes and lipsticks.

Cheryl Cole Promotes L'Oréal False Lash Telescopic Mascara

In this new campaign, shot by Rankin, the 28 year old singer seen poking out from behind a purple top hat with her eyes magnified by the mascara, and in another one of the shots she looks like she is getting ready to go out. Cheryl says of the mascara, “The new False Lash Telescopic Mascara is my new favourite, as it gives my eyes a false lash look effect.” The product is called ‘False Lash’ which is quite ironic as L’Oréal got into hot water last year when Penelope Cruz was spotted wearing false lashes to advertise their mascara.

She fronted a campaign in which L’Oréal promised that by applying the product, women could have up to 60 per cent longer eyelashes with its Telescopic mascara. Penelope commented on the advert that women could have ‘Lashes that could reach for the stars.’ Unfortunately, one eagle eyed viewer suspected that the actress was wearing false lashes to exaggerate the length of eyelashes produced by the product. She wrote to the Advertising Standards Authority protesting, and they upheld her complaint.

The ASA found the TV commercial misleading and said the magazine advert failed to be accurate and true. L’Oréal admitted that the star had been wearing individual false lashes and the ASA ordered them to add a disclaimer to any future adverts whenever models are shown wearing false lashes. It added that the company should make sure that the “60 per cent” claim referred to the appearance of the lashes – not to an actual extension in the length that could be achieved by using the mascara.

Cheryl Cole Applying L'Oréal False Lash Telescopic Mascara

L’Oréal did not give up so easily however. They replied to the ASA stating that the product made the tips of lashes more visible, giving a lengthening effect. They said, “Penelope Cruz was wearing a few individual false lashes inserted into her natural lashes to fill in the gaps in her natural lashes for a consistent standard of lashes.” A signed affidavit from the star and her make-up artist supported this. The Telescopic mascara was applied on top. The ASA ruled that it was concerned that the adverts failed to make it clear that lashes would ‘appear’ up to 60 per cent longer. They added, “We concluded that, in the absence of a disclaimer stating that Penelope Cruz was wearing some individual false lashes added to her natural lashes, and because the ad did not make clear that the claim referred to an increase in the ‘appearance’ of lash length, the ads could mislead.” Let’s hope that this product does not need false lashes and if it does use them L’Oréal have taken on board the advice from the ASA and put in the disclaimer. Let us know if it is missing. To buy the mascara see below:
L'Oréal False Lash Telescopic Mascara - £10.99

Lashes go off the scale with new False Lash Telescopic mascara. With the formula’s micro-stretch fibres, lashes look elongated beyond their tips, resulting in telescopic length! The telescopic brush coats and stretches each lash for an extreme intensity. False Lash Telescopic adds attitude to any look. An instant beautifier, its thick, flat brush separates each lash and thanks to genius micro stretch fibre technology, the clump-free formula builds volume and creates length. Final result? A sexy, look-at-me-now lash extension effect and stronger lashes. Available from Superdrug.com