She really DOES look this good: L'Oreal moisturiser advert featuring Dame Helen Mirren, 69, is CLEARED by watchdog over claims she was airbrushed

  • French beauty giant reported to ad watchdog over Oscar winner's wrinkles
  • Complaint argued Dame Helen airbrushed to 'exaggerate' effect of cream
  • But ad regulator rubbished claim, saying it's just how 69-year-old looks
  • Stood with L'Oreal in saying TV and print campaigns were 'not misleading' 

An advert for L'Oreal moisturiser featuring the actress Dame Helen Mirren has been cleared following a complaint that claimed post-production editing had enhanced her appearance.

The Advertising Standards Authority (ASA) investigated after a viewer suggested that the Oscar winner's face had been airbrushed to digitally iron-out her wrinkles.

The allegations focused on age lines around the 69-year-old Prime Suspect star's mouth, which the complainer argued had been wiped in the editing process for both the video and still image adverts.

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The Advertising Standards Authority (ASA) investigated after a viewer suggested that the Oscar winner's face had been airbrushed to digitally iron out her wrinkles

The Advertising Standards Authority (ASA) investigated after a viewer suggested that the Oscar winner's face had been airbrushed to digitally iron out her wrinkles

The viewer challenged whether both ads - for L'Oreal Paris Age Perfect moisturising cream - 'misleadingly exaggerated' the likely effect that could be achieved by using the product, which costs £24 for 100ml.

But the ASA sided with the French beauty firm, insisting that wrinkles were still visible on the actress' face and that the ads were in no way misleading.

The TV campaign featured The Queen star, who turns 70 later this month, being offered a seat at a bus stop on a dark, wet night, looking unhappy. Her voice-over stated: 'Ever feel like you go unnoticed? And when you aren't, well, enough'.

The TV campaign featured The Queen star, who turns 70 later this month, being offered a seat at a bus stop on a dark, wet night

The TV campaign featured The Queen star, who turns 70 later this month, being offered a seat at a bus stop on a dark, wet night

The allegations focused on age lines around the 69-year-old Prime Suspect star's mouth, which the complainer argued had been wiped in the editing process for both the video and still image adverts

The allegations focused on age lines around the 69-year-old Prime Suspect star's mouth, which the complainer argued had been wiped in the editing process for both the video and still image adverts

She added: 'It's the science I trust to help me look like me. Nourish and indulge your skin, and show those age spots who's boss. Grow another year bolder. Look and feel more radiant. Our perfect age is now. So are we worth it? More than ever.' 

As her voice speaks, several close-ups are shown of Dame Helen's face as she gets changed into a flowing black dress, leather biker jacket and 'bold' make-up, including bright red lipstick.

She is then shown by the banks of the river Thames glancing flirtatiously at a handsome male jogger, and saying to the camera: 'So, are we worth it? More than ever.' 

In the print ad for the moisturiser, an image of Dame Helen was featured under the heading 'Age Perfect' and alongside text that said: 'Age spots appear reduced. Skin feels nourished with moisture. Complexion looks more radiant.'

Dame Helen is shown by the banks of the River Thames glancing flirtatiously at a handsome male jogger, and saying to the camera: 'So, are we worth it? More than ever'

Dame Helen is shown by the banks of the River Thames glancing flirtatiously at a handsome male jogger, and saying to the camera: 'So, are we worth it? More than ever'

The viewer challenged whether both ads - for L'Oreal Paris Age Perfect moisturising cream - 'misleadingly exaggerated' the likely effect that could be achieved by using the product, which costs £24 for 100ml

The viewer challenged whether both ads - for L'Oreal Paris Age Perfect moisturising cream - 'misleadingly exaggerated' the likely effect that could be achieved by using the product, which costs £24 for 100ml

It added: 'Age is just a number and maths was never my thing!'

L'Oreal stated that, in both the print and video campaigns, they wanted to ensure their depiction of Ms Mirren was in keeping with her public image.

In contesting the complaint, they enclosed four images of the much-loved actress from recent red carpet events, stating that the images of her in their ads were entirely in line with such public appearances, when she had been professionally styled and made-up.

L'Oreal also provided a list of the post-production techniques that had been used in the print ad, none of which related to wrinkles or to the skin on her face or neck, and confirmed that no post-production changes were made to Dame Helen's face in the television ad.

L'Oreal stated that, in both the print and video campaigns, they wanted to ensure their depiction of Ms Mirren was in keeping with her public image

L'Oreal stated that, in both the print and video campaigns, they wanted to ensure their depiction of Ms Mirren was in keeping with her public image

The ASA investigated over rules regarding misleading advertising, substantiation and exaggeration, but did not find them in breach of any of them.

Reaching an outcome, the national regulator insisted that consumers would expect Dame Helen to have been professionally styled and made up for the photo shoot, and to have been photographed and filmed professionally in flattering conditions.

They said: 'We noted that wrinkles were clearly visible on Ms Mirren's face in both ads, including across her forehead and around her mouth.

'We considered that the recent press images of Ms Mirren would have reflected a similar degree of professional styling and make-up as the images in the ad, without any post-production amendments, and that her appearance in the ads was comparable to those more candid images.

'We therefore considered that the ads had not altered Ms Mirren's appearance in a way that would exaggerate the likely effect that could be achieved by consumers' use of the product, and concluded that the ads were not misleading.'

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