The recent Rimmel London advertisement featuring Love Island contestant Lana Jenkins has been banned following widespread criticism for its implications. The advertisement, which was shared on Facebook, depicted Jenkins applying make-up while the accompanying text encouraged viewers to “Get ready to slay this back-to-school season. Get 25% off Multi-Tasker Concealer and other Rimmel faves…”. The Advertising Standards Authority (ASA) deemed the ad as preying on the insecurities of young girls and suggesting that wearing make-up was necessary for success in an academic setting.
The ASA raised concerns about the timing of the ad and its potential impact on young girls. The use of the phrase “back-to-school season” insinuated that wearing make-up was crucial for success in an academic environment. The ad’s bright pink aesthetic, along with the presence of book images and star emojis, further reinforced the notion that make-up was linked to achievement in school. The ASA ultimately concluded that the ad irresponsibly exploited young girls’ insecurities about their appearance.
Coty UK, the parent company of Rimmel London, defended the ad as part of its “Back to School” campaign and claimed that it was meant to motivate and build confidence among women aged 18 to 35 who were interested in cosmetics, beauty, fashion, and make-up. However, two complaints prompted the ASA to take action, leading to the ruling that the ad must be discontinued. Coty UK has yet to provide further comment on the matter.
The decision to ban Rimmel London’s ad serves as a reminder of the importance of responsible advertising, particularly when targeting young and impressionable audiences. The influence of marketing messages on societal norms and individual self-esteem should not be underestimated, and it is crucial for brands to consider the potential consequences of their promotional efforts.
Moving forward, it is imperative for companies to promote positive and empowering messages while refraining from perpetuating harmful stereotypes or ideals. Advertising plays a significant role in shaping perceptions and influencing behaviour, and it should be leveraged in a manner that fosters confidence and self-acceptance among individuals, regardless of their age or gender.
In a world where young girls are constantly bombarded with unrealistic beauty standards and societal pressures, it is essential for advertisers to act responsibly and contribute to a culture that celebrates diversity and authenticity. By doing so, they can help empower individuals to embrace their natural beauty and pursue success on their own terms, free from external expectations and limitations.
