An advertisement for a beauty cream claiming to provide women with a body like Mila Kunis has been prohibited for being deceptive.
The Advertising Standards Authority was not persuaded by Rodial that its anti-cellulite product could genuinely achieve the results it advertised.
The promotional email for a body sculpting cream was titled ‘Get a body to die for with 50% off body sculpture for 24 hours’.
Featuring an image of the 29-year-old actress, renowned for her role in the 2010 movie Black Swan, the ad displayed her in her underwear and connected this to an Esquire magazine piece where she was labeled ‘the sexiest woman alive’.
The advertisement continued: ‘Achieve Mila Kunis’ Esquire look with this intensive formula that rapidly reduces the visibility of cellulite.’ Prospective buyers were encouraged to ‘streamline your bum, thighs & tummy with this A-list essential!’.
According to Rodial’s website, the brand’s products are favored by notable figures such as Angelina Jolie, Anne Hathaway, Gwyneth Paltrow, and Rosie Huntington-Whiteley.
In defense of its body sculpture cream’s claims, Rodial stated that it contains bio-marine actives, wheat protein, and caffeine ‘to assist in breaking down stubborn fat, promoting drainage, and minimizing fluid retention in the body’.
Additionally, it claimed the gel is ‘infused with pomegranate tannins to firm and tone your skin and enhance collagen production’, linked to youthful skin.
The ASA remarked: ‘Most consumers would interpret the claim “streamline your bum, thighs & tummy with this A-list must have!” as suggesting that users of the product could diminish the appearance of cellulite and firm and smooth their bottom, thighs, and tummy.
‘The evidence provided mainly consisted of information on two active ingredients in the body sculpture product, referencing in vivo trials on those ingredients. However, the trials themselves were not made available. As robust evidence was not submitted to substantiate the implied efficacy claims for the product, or that Mila Kunis attained the look shown in the photograph as a result of using the product, we concluded that the ad was misleading.’ The ASA stated that it should not be aired again.
