Retouching is all lies! That’s what some people want you to believe. Although there may be some truth to it in the eyes of the public, it seems people want to draw a line on what is acceptable and what is too much.
The recent news that has people talking is regarding Natalie Portman.
This advertisement for Dior has recently been banned for having long eyelashes:
You read that correctly,
The advertisement is for a product called Diorshow “Now Look” mascara. Her eyelashes represent false advertising.
According to a ruling posted on October 24th by the Advertising Standards Authority, the U.K.’s independent regulatory body for truth in advertising. The ASA found that the ad employed post-production techniques to enhance Portman’s lashes in a way that could mislead consumers about the efficacy of the mascara. The complaint was brought against Dior not by outraged consumers, but by competitor L’Oreal. (source).
So although retouching is not prohibited, you cannot mislead people with the amount of retouching you do.
What does this mean for the future of advertising? Will this trickle down past the beauty industry? What about the food industry? Either way, there are distinct boundaries being drawn and one we must all pay attention to. This may lead the way to more natural retouching without enhancing areas which go beyond ‘normal’.
Then again, how do you define normal? The conversation has the potential to go on forever and it may be like getting a speeding ticket. Many people will continue to do it, however only a few get caught.