L’Oreal ad featuring Cheryl Cole makes clean getaway

The Advertising Standards Authority has cleared a L’Oreal Elvive campaign starring Cheryl Cole of being misleading and exaggerating the benefits of the hair products.

Cheryl Cole
Cheryl Cole

In a TV ad for Elvive Full Restore 5, Cole says: “Weak, limp, lifeless: it’s time our hair got a life.” The singer goes on to say: “My hair feels stronger, full of life, replenished and with a healthy shine. It’s got its mojo back.” Text on screen then adds “Styled with some natural hair extensions.”, a statement repeated in outdoor and magazine activity.

The ASA received 40 complaints about the campaign.concerns expressed that the effects shown on hair could not be produced by Elvive as Cole was wearing extensions. Some also said that the products shown were not suitable for use with such extensions.

L’Oreal UK said that there had been a rigorous consumer test of Full Restore 5 on people who did not have hair extensions and that the results showed the benefits over the products were achievable.

The company said that the ads, created by McCann Erickson, “were not intended to promise that consumers would look exactly like Cheryl Cole and the average consumer would understand the effects would vary according to hair type as well as how hair was styled.”

It added that the hair extension line in the ads was added “not as a disclaimer but because they wanted to be transparent” and that Cole’s portrayal in the ads was “entirely consistent” with her public image and she had not been transformed “above and beyond” that image for the campaign.

The ASA said that it thought consumers would understand that individual results would vary according to their own hair type and that they would not be misled into thinking the product would replicated for them Cole’s professionally styled hair.

Read about the pitfalls of celebrities and branding campaigns in an in-depth analysis by clicking here

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here