Rimmel London Ad Banned for Exploiting Young Girls' Insecurities

The Advertising Standards Authority rules the 'Back to School' campaign implied make-up was necessary for school success, a claim Rimmel London denies.

The Advertising Standards Authority (ASA) has banned a Rimmel London advert for 'playing on young girls' insecurities' by implying that wearing make-up to school is necessary for success.
The Facebook ad, part of Rimmel's 'Back to School' campaign, featured 25-year-old influencer Lana Jenkins applying make-up and offered a 25% discount on certain products.
Two people complained about the ad, arguing that it was irresponsible and preyed on young girls' insecurities.
Coty UK, trading as Rimmel London, defended the ad, stating it targeted women aged 18 to 35 and aimed to motivate and build confidence, not exploit insecurities.
The ASA ruled that the ad must not appear again and warned Coty UK against implying that make-up is necessary for school success in future advertisements.