It is widely known that major players, including in the field of beauty, use people with a larger following when they advertise products. The make-up brand Max Factor is one of those who have now picked out program manager and influences Synnøve Skarbø (51) as his new ambassador.
It was TV 2 who mentioned the case first.
With her over 70,000 followers, Skarbø recently shared a post on her Instagram profile where she could proudly say that is the makeup brand’s face this year.
“Yes, hold on, but I’m @maxfactornorway’s outward face this year. Then it must be allowed to be proud of. The young girl’s dream itself has come true, because I have used my Max Factor favorites since I was a teenager “, she writes under the post which consists of a close-up of the 51-year-old’s face, as well as a video with” behind the scenes “clips from the campaign .
Talks about the retouching
– She does not look like that
During the post, it flooded in with congratulations and congratulations, and people who wrote that the host is the perfect face on the outside.
However, not everyone is equally generous in their feedback. Several have accused the pictures of being retouched and raging in the comments field.
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‘Did not recognize you. You are much nicer in reality, does Max Factor have a tryna in the keyboard in photoshop? », One asks.
“Too retouched!”, States another, while a third adds:
“She does not look like that.”
Not everyone is equally harsh in their feedback and congratulates Skarbø, but criticizes the make-up brand’s photo editing.
Unrecognizable on the front page – rejects retouching
“Congratulations. You are incredibly beautiful, Synnøve! men @maxfactornorway? retouching of photos is very 2015 .. ».
Dagbladet has been in contact with Gudrun Berg Hansen, who is marketing director at Sæther, who in turn represents Max Factor. She refers to statements given to “Good evening Norway”, where she says that she does not recognize herself in the criticism.
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– We have registered that some at Jodel have reacted negatively to the campaign where the owner of Max Factor, Coty, has used Synnøve Skarbø as a model.
– The reactions have largely been that they find the model retouched. As a new distributor for this brand in Norway, we would like to be the first to apologize if the brand owner has not quite succeeded in creating the campaign we wanted; a beautiful, everyday glamorous woman that we can all relate to.
Fresh in retouching children’s images
Hansen adds that they take every single feedback very seriously and will therefore strive to be even more precise next time.
Dagbladet has so far not succeeded in getting in touch with Synnøve Skarbø.
New legal provision
Last summer, it was decided that retouched advertising must be marked after a new change in the law. Section head in the supervisory department of the Norwegian Consumer Agency, Nina Elise Dietzel, is responsible for advertising on social media.
Advertising for “fillers” – may be illegal
She tells Dagbladet that they know that advertising can create a lot of body pressure. Advertising that does not show a realistic picture of what people look like – because they are retouched – can especially contribute to body pressure among children and young people. That is the background for the new provision.
– You should know that what you see in an advertisement is not real, if it turns out that the body in the advertisement has been retouched. The purpose is to counteract body pressure, says Dietzel.
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Duty to mark in advertising
The statutory provision has been passed by the Storting, but has not entered into force – which means that it is not in the Marketing Act yet.
– The Ministry of Children and Family Affairs is working to establish a regulation that regulates certain exceptions from the labeling obligation, says the section chief, and emphasizes that there are few exceptions in question. There will also be a standardized label to be used where the advertisement is retouched.
– The aim is for the rules to come into force by the summer.
Expert responds: – Advertising poster
Such a legal provision requires advertisers to mark advertisements where the body has been edited. If the advertisers violate the marking obligation, the Norwegian Consumer Agency will be able to take up the matter, and this can in the worst case lead to financial sanctions.
Hansen says, however, that Sæther believes that the images have only been through normal photo processing, and therefore can not be considered retouched.
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