Cindy Joseph for Nivea (Beiersdorf UK)
Leaving only a few worldly crow's-feet to signify maturity has become a standard tool in the belt of the photo retouchers who tweak pictures of middle-aged models to make them appear more youthful. On Tuesday, the Advertising Standards Authority in the U.K. banned an advertisement for Nivea Vital moisturizing cream bearing just such an image of 62-year-old model Cindy Joseph because it considered the brand's antiaging claims misleading.
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The ad shows a close-up of Joseph's face, and the copy reads, "Vital anti-age cream. Visibly reduces wrinkles, improves firmness, and helps prevent age spots." The product packaging promises the cream "reduces all major signs of mature skin [ageing]." The moisturizer is not sold in stores in the United States; however, a German version can be bought online.
According to the ASA, an independent watchdog group, the brand, "misleadingly exaggerated the effect that could be achieved by theRead More »from Nivea Ad Banned for Extreme Wrinkle Removal