Mascara ads have always been a pet peeve of mine. Of course I know that every advertisement blatantly exaggerates the merits and benefits of the products they promote and have to be taken with a pinch of salt, but mascaras ads have to be among the most deceiving types of adverts there are.
Brands ask us to believe that their new mascara is so amazing that it will thicken, lengthen, curl, separate lashes when it is so obvious that the models are wearing false lashes which, very often, are then even digitally enhanced!
Do cosmetics companies really think that we are so stupid naive to think that one or two swipes of their mascaras will make our lashes reach our eyebrows like in the photo above? And thank goodness they don’t, cos I don’t want my lashes to look so unnatural! But even when lashes on ads look more natural, we know that a mascara can’t make our lashes look like we are wearing falses, doesn’t matter how much we hope so.
I really wish cosmetics brands would finally realize that using false lashes in their ads doesn’t do them any favours. I know they’re trying to sell us the hope that if we try their new mascara our lashes would look amazing, but what they are actually doing is telling us that their mascara sucks. After all, if it performed well, there wouldn’t be any need at all to use fake lashes in ads.
So, my dear cosmetic companies, can you please stop treating your consumers like total idiots and show us what your mascaras really do? I guarantee you that if you show us pictures of models wearing only the mascara, we’d still buy it.
We know mascaras aren’t miracle products. We know that we will never look like your beautiful, overly-photoshopped model. We know that ads always manipulate products to make them look their best and create false expectations, but seriously this is getting way too far now.
More and more consumers are starting to ignore your fake adverts and rely on online reviews before purchasing a mascara so that they can see the real before and after pictures and make their mind up if that products delivers what they’re looking for. So isn’t it about time you take the hint?
What do you think of mascara ads? Do they drive you batty as well?