She who lashes least laughs last

22 Dec


Big false eyelashes

Ladies, help me out here.

I see these TV ads for mascara products that appear to make your lashes grow by 200% with a simple swipe. Not only do they grow longer, but they fan out like a peacock’s tail in the process.

True or false?

I strongly suspect a bit of advertising tomfoolery here so I did some research. Watch what happens :08 seconds into this video.

Did you see it? Miraculous instant growth, like sea monkeys suddenly appearing in your fish bowl and doing cartwheels for your applause.

I read yesterday that a Taylor Swift ad for Covergirl got pulled because it suggested that you can get lashes like the ones she’s sporting in the ad with a simple swipe of the Covergirl mascara stick. Turns out you would need the Covergirl photoshopper on standby.

Where are the ethics? Where are the advertising standards? Meanwhile Covergirl and their like are laughing all the way to the bank.

Surely some pressure by the new Super Consumer in the right social media places will help put an end to this out and out lying.

Ten lashes to Covergirl.

(Image courtesy of


9 Responses to “She who lashes least laughs last”

  1. maureen blaseckie December 22, 2011 at 12:52 pm #

    This has been going on for years, m’dear…most of us know if you want drag queen eyelashes, you gotta put on 2 pair of fakes to come even close to the ads.

    No matter what the innovation in brushes, after the first dip it come back up all blobby. They also don’t reveal the bacteria count in the tube 1 week after opening…

    Eyelash adds are pretty minor stuff in terms of body image damage. It’s the model who is already unnaturally thin being further photo-shopped because somehow there was enough flesh on her tummy to create a, gasp, fold, when she is leaning forward…Or an actress has bingo wings or an actor has a few bags under his eyes…

    Those are the truly unethical practises, in my book, because they lead to young women feeling they have to starve themselves in order to be considered attractive (at younger and younger ages, I might add).

    And now young men are finding themselves feeling apprehensive about being revealed on the beach to have less than a perfect six pack or, crap alor, hair on their chest (or the oh-be-joyfuls…)

    I’m looking forward to the time when nostalgia brings back the Mansfield/Munroe fully packed sweater look. And hips–please, God, can I see one model with actual hips who isn’t categorized as “Plus” Size. When in the world did size 12-14 become freaking “plus”???

    Okay, the rant is coming on now, I’ll go sit in the corner while those who are more eloquent with much less verbiage bring sweet reason to the discussion…


  2. Doug Brown December 22, 2011 at 3:35 pm #

    Well I’m already meekly sitting in that corner Moe, watching in wonder and awe as you conclude.

    I’ve done a few body image posts in the past. Being a father of a 9 year old girl means I am particularly sensitive and outraged by it all. I think things like the Taylor Swift decision are important stepping stones along the way to acknowledging the rampant dishonesty. Hopefully these little pebbles will dislodge the rocks.

  3. srosger December 23, 2011 at 1:40 pm #

    Haha, “Ten Lashes to Covergirl”

  4. Doug Brown December 23, 2011 at 2:14 pm #

    Swinging for the fences there Stephan. 😉

  5. SPLee December 23, 2011 at 8:51 pm #

    Really enjoyed reading your comments, Maureen.

  6. Stef December 26, 2011 at 12:38 pm #

    Shakespeare said it best when he wrote, “My Mistresses Eyes are Nothing Like the Sun” – He wasn’t saying that his girl was ugly, just real. Great sonnet. Marketing should be more like this.

  7. Doug Brown December 27, 2011 at 8:18 am #

    Hey The Bard stole that line from Sting!

  8. Erin Acton December 27, 2011 at 9:28 pm #

    I’ve been chuckling at the mascara ads lately and scoffing at the amped up lashes. I noticed some the fine print on those commercials that says something to the effect of “Dramatization.” It’s nothing like the fine print for vehicle TV ads, but it’s close.

  9. Doug Brown December 27, 2011 at 10:05 pm #

    Erin, product demonstration should NEVER be a dramatization. Then it’s just lying. Covergirl is lying to all their customers and excusing it with some type you can’t read. Covergirl should be ashamed of this deception. It puts advertising in disrepute. Who can trust any of these make-up/beauty claims on the back of this.

    But let’s not just fry the makeup industry. What about the multi-surface cleaners! Or razors. Or shampoos, or air fresheners. Hey, don’t get me started on Febreze and their ridiculous claims that spraying the inside of some filthy grotto is going to make it smell like a spa. Where is the outrage? Right here on the Copeland blog.

    Thanks for getting me going Erin.

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