An airbrushed photograph of the model Twiggy has been slammed by the advertising watchdog for being misleading.
Her new advertisement for Olay depicts a smiling Twiggy – under the headline: "Olay is my secret to brighter-looking eyes." Unfortunately, for consumers hoping to achieve the same results - there was also another secret – the artistry of the airbrush.
Yesterday the advert was condemned by watchdogs for giving a bogus impression of Olay Regenerist Definity eye illuminator's benefits. Text in the magazine advert said: "Because younger-looking eyes never go out of fashion Olay Definity eye illuminator reduces the look of wrinkles and dark circles for brighter, younger-looking eyes."
However, the image had been airbrushed to reduce the wrinkles around Twiggy's eyes.
Critics said they could not believe the photograph was authentic particularly when set against other photos of the model. The advertisement triggered more than 700 complaints.
One even came from British MP Jo Swinson, who has called for the banning of airbrushing in advertising.
The LibDem representative said: "If advertisers think that someone as beautiful as Twiggy needs to be so heavily airbrushed, then what hope is there for the rest of us?"
With slight jowls and only hairline wrinkles around her eyes and mouth, Twiggy does indeed look good for her age. However she bares very little resemblance to the images in the Olay commercial, whose catchphrase is "Love the skin you're in."
Procter & Gamble, which makes Olay, said the "minor retouching" had been inconsistent with its policies and it had already replaced the image with one with "no postproduction work in the eye area".
