Pret-a-Reporter

Helen Mirren's L'Oreal TV Spots "Not" Digitally Enhanced, U.K. Ad Watchdog Says

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The company had been accused of airbrushing the actress' wrinkles.

Shame on whoever didn’t believe Helen Mirren looked so youthful.

The U.K.’s Advertising Standards Authority has cleared a L’Oreal commercial featuring the actress following claims that her wrinkles – specifically around her mouth – had been airbrushed.

The TV spot for the company's Age Perfect moisturizing cream saw the Oscar-winning 69-year-old walking around London, being offered a seat at a bus stop and asking “Ever feel like you go unnoticed?”

But following the charges of digital retouching, L’Oreal backed up its claim that no post-production techniques had been applied by offering a series of red carpet images of Mirren, reportedly showing that the lines around mouth matched those in the advert.

"We (therefore) considered that the ads had not altered Ms. Mirren's appearance in a way that would exaggerate the likely effect that could be achieved by consumers' use of the product, and concluded that the ads were not misleading," the ASA said.

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