British Body Cream Will Not Give You That ‘Mila Kunis Esquire Look’

Kara Bloomgarden-Smoke — Wed, 16 Jan 2013 13:32:50 -0400

A U.K. ad campaign featuring Mila Kunis has been banned for misleading consumers into thinking that a skin cream could make them look like the actress named "the sexiest woman alive" by Esquire in 2012, The Guardian reports. The campaign claimed that by rubbing British skin company Rodial's £75 pound lotion onto the skin twice a day for four weeks, you could get a "body to die for," just like Ms. Kunis.

The skin cream is not, in fact, proven to make anybody die for your body, although we must say, that does sound like a subjective criterion. Nor will the cream give you "Mila Kunis' Esquire look," as the advertisement goes on to purport. Only a combination of genetics, airbrushing, makeup and dieting will do that.

The Advertising Standards Authority, the U.K.’s industry watchdog group, objected to the ad after it received a complaint by somebody who concluded that it is impossible to get Ms. Kunis's figure from a bottle. The company claimed that the "information" it provided was based on two ingredients in what would surely be a miracle product.

But the ASA did not buy that claim. And wanted to stop a susceptible British public from buying the cream.

"Because robust evidence was not presented to demonstrate the implied efficacy claims for the product or that Mila Kunis had achieved the look featured in the photo as a result of using the product, we concluded that the ad was misleading," the ASA told The Guardian.

The ad has been banned as a result. Glad to know somebody is out there fighting the good fight to make sure that nobody wastes money hoping to get Ms. Kunis's Esquire look.

Observer » British Body Cream Will Not Give You That ‘Mila Kunis Esquire Look’

British Body Cream Will Not Give You That ‘Mila Kunis Esquire Look’