This TV commercial for “L’Oréal Elvive Full Restore 5″ shampoo and conditioner has drawn criticism in the United Kingdom. The reason? Singer Cheryl Cole, the woman featured in the commercial, is wearing expensive hair extension, that cost up to £1,000 pounds ($1650). It would be thus impossible to obtain the same look by simply using the shampoo.
During her TV commercial, a message flashes up, saying her hair is “styled with some natural extensions”, but it remains on screen for fewer than two seconds of its 30-second duration. In magazine advertisements, the hair extensions are mentioned in print 2mm high.
The Advertising Standards Authority (ASA) said it had rejected 13 complaints that the ads were misleading because the disclaimer about Cole’s hair extensions was “clear and legible”.
And what about L’Oreal’s take on this? From the Times:
A spokeswoman for L’Oréal said she “did not know” whether Cole used human or artificial extensions. A company statement said: “Cheryl has worn hair extensions for some time. They are part of her look and are cared for in the same way as normal hair.”
Last night I had dinner with a couple of friends. Christine, one of them, had just returned from New York and brought me back a book called “Body Outlaws – Rewriting the Rules of Beauty and Body Image,” a collection of frank, powerful, and sometimes humorous essays about self-image.
I started reading passages from it on the subway on my way home. Carolyn Mackler’s “Memoirs of a (sorta) Ex-Shaver” – about women’s travails with body hair – made a strong impression on me, because the ultimate message is very close to the thesis of The Illusionists.
Here’s my favorite passage:
Why had body hair become such a nemesis for women? It poses no health risks. It is not hygienic to remove; it is not cleansing to shave. Rather, the complications arise during the eradication: cuts, infections, rashes, ingrown hairs, dry skin, burning. Is this hairless ideal yet another variation on the tune of ‘let’s take the best (boobs, curves in some places, hair in very few places) and leave the rest (hips, curves in other places, hair in lots of other places)’? Or is it: ‘Let’s make women look like 8-year-olds so we can treat them as such’? Or is it: ‘If women can fill up their extra hours shaving and obsessing about their bodies, then they won’t have spare time to plot world takeover’? Or maybe it’s: ‘Women are so grossly overpaid and just don’t spend enough on pads, tampons, pantyliners, Ibuprofen, shampoos, conditioners, deodorants, that we should coax them to buy razors, waxes, creams and bleaches.’ A-ha, it’s probably: ‘How about setting another unattainable ideal for women so they will always fall short of the mark.’ I mean, what are women if they’re not feeling insecure about something or another?
