SOSU has come under fire after an Instagram post was found to be in breach of advertising standards.
A complaint was made against a social media post by the popular makeup brand - founded by Suzanne Jackson - which was advertising their mascara and kohl pencil. The caption read: "How stunning does (name of model) look wearing our Eye Voltage Mascara and black kohl pencil. Tap to shop the look or visit…".
The complainant said that the post suggested that the model’s dramatic eye look had been created by her using the mascara and kohl pencil featured, when in fact she was wearing false eyelashes. SOSU acknowledged the concerns raised but said they "had never insinuated that the model was not wearing false eyelashes".
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A statement on the ASAI website reads: "In the photograph concerned, the advertisers said that the model was wearing a black smoky eye which had been created by applying the Eye Voltage Mascara and black kohl pencil.
"They said that the Voltage Mascara was used on the model’s top eyelashes which helped to blend the model’s natural lash into the false eyelash. The mascara had been applied to her bottom eyelashes. In conjunction with this, the black kohl pencil had been smoked out either side of her eyes and under the bottom lash line to create the ‘cat eye’ effect."
SOSU also submitted their response to a comment on Instagram in which they had been asked if the model was wearing false eyelashes and they had responded that she was. However, the complaint was upheld by the Advertising Standards Authority for Ireland and it was found to be in breach of Section 4.1 of the ASAI Code.
The complaints committee said that the model was wearing false lashes was relevant information that should have been referred to in the post.
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