Britain’s ASA Slams Rimmel over Cara Delevingne Mascara Ad

LONDON — Britain’s Advertising Standards Authority, an industry-funded watchdog, has rebuked Rimmel for a mascara ad starring Cara Delevingne. The watchdog upheld a single complaint about the TV campaign for Rimmel’s Scandaleyes Reloaded mascara, and called it misleading. The campaign initially aired last December, and Rimmel has confirmed it would comply with the ASA ruling and pull the ad. The ad showed the mascara being applied to Delevingne’s lush eyelashes, which had been enhanced with individual lash inserts. A voiceover said: “Rimmel introduces Cara Delevingne for new Scandaleyes Reloaded mascara. Dangerously bold lashes. New max-density brush for clump free lashes. Extreme volume, extreme wear.” The British model-actress was named the face of Rimmel last year and continues to serve as an ambassador. In a previous campaign, she appeared as a secret agent running around London in a shoot photographed by Sølve Sundsbø and directed by Anthony Mandler. RELATED STORY: Cara Delevingne Named Face of Rimmel >> The watchdog acted on a complaint from a member of the public who said the ad was exaggerated compared with the product’s performance. Rimmel said that while it regretted the ASA’s decision, it would comply with the ruling and not air the TV commercial again in its current form. It said it had

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