Take a look at this new ad by CoverGirl. Can you figure out why the US’s National Advertising Division of the Council of Better Business Bureaus Claims (NAD) has chosen to ban it?

Excessive photoshopping!

Business Insider reports that the NAD has banned print ads for CoverGirl NatureLuxe Mousse Mascara, including the spots featuring celeb spokesmodel Taylor Swift. According to the NAD, the ads made “superior performance claims” such as “2X more volume” and “20 percent lighter” that simply couldn’t be substantiated.

The NAD specifically noted that the Swift ad had a disclaimer printed on the bottom that clearly stated, “lashes enhanced in post production.”

“You can’t use a photograph to demonstrate how a cosmetic will look after it is applied to a woman’s face and then — in the mice type — have a disclosure that says ‘okay, not really,’ ” NAD director Andrea Levine told Business Insider.

RELATED: Check out Dakota Fanning’s BANNED Marc Jacobs ad!

I think it’s about time something was done about this. This issue of false advertising has bothered me for YEARS. As beauty bloggers, Erin and I are CONSTANTLY being sent products to try out with the promise of this – and that. We see the ads, we read all the claims of “longer lashes” or “fuller lashes” and 9 times out of 10, nothing ever really lives up to the promise! It has gotten to the point (with me) that I really don’t pay much attention to beauty ads at all, because who really believes that stuff anymore? Don’t we all just see it as fake?

Maybelline was made to address an similar Photoshop issue earlier this year, when an ad for its anti-aging “Eraser” product used Photoshop instead of the product itself to erase spokesmodel Christy Turlington’s dark circles. Britain’s ASA banned the ad for misleading consumers.

In fact, Business Insider notes that in banning the Taylor Swift spot, the NAD is specifically trying to follow the ASA’s lead. Does that mean we should expect a banned-ad-of-the-week in the US to match Great Britain? Could this be the end of Photoshopping Disasters?

I’m really happy something is finally being done about this trend in advertising. You should not be able to photoshop results.  The UK has been banning ads for years, and they take a much more critical stand on false advertising. Hopefully the U.S. will crack down on ads here as strongly!

Who’s with me?

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Taylor Swift will represent a new generation of luxury makeup, COVERGIRL NatureLuxe, launching in January 2011. The new line includes a Silk Foundation and a Gloss Balm, both delivering a perfectly polished look and a lightweight feel.  Swift’s COVERGIRL ads for NatureLuxe will appear beginning in January (but you can get a sneak peek here!). NatureLuxe Silk Foundation and Gloss Balm will be sold at drugstores nationwide.

Natureluxe Silk Foundation: Redefine natural beauty with their lightweight silk foundation. With a touch of cucumber water and a hint of jojoba and rose hip extracts, their light yet luxurious formula takes heavy weight out of your polished finish.

I tried this foundation, and I have to say, I was really impressed! It’s very light – and smooth, and when it has absorbed into your skin, it leaves it looking radiant! For a drugstore foundation, this was a wonderful surprise! Most foundation is so overpriced, it’s ridiculous! I love this new line!

Natureluxe Gloss Balm: Get the sheer color and shine of a gloss with the soft, lightweight feel of SPF 15 balm. Fortified with mango and shea butter, this feel-good formula leaves your lips feeling decadent and delicious.

I loooooooooooooooooooove these glosses! I might go out and buy 10 more. This awesome balm comes in 16 shades! It’s definitely worth trying, you won’t be sorry!

Can’t wait to see what else Natureluxe comes out with!

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COVERGIRL has exciting news to announce about its latest COVERGIRL, Taylor Swift!

Swift will represent a new generation of luxury makeup, COVERGIRL NatureLuxe, launching in January 2011. The new line includes a Silk Foundation and a Gloss Balm, both delivering a perfectly polished look and a lightweight feel.  Swift’s COVERGIRL ads for NatureLuxe will appear beginning in January. NatureLuxe Silk Foundation and Gloss Balm will be sold at drugstores nationwide.

Taylor’s naturally polished and beautiful look fits perfectly with the new luxury makeup line,” said Vince Hudson, General Manager, COVERGIRL Cosmetics. “We specifically designed this line for women who, just like Taylor, want high quality products that flatter her lifestyle and environment. NatureLuxe provides luxury that isn’t extravagant, but rather simple, modern elegance that is inspired by nature.”

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CoverGirl is introducing an upscale sister line called NatureLuxe.

Set to debut alongside their current offerings in drugstores nationwide, this cosmetics collection will target a more affluent customer who is interested in the “natural” beauty sector.

WWD reports that NatureLuxe is being positioned as a boutique brand with the launch of a Silk Foundation and Gloss Balm which both employ natural ingredients.

The foundation contains jojoba and rosehip extracts and cucumber water, and the balm is made with mango butter, shea and other hydrating butters, instead of heavier-feeling oils and synthetics.

In a nod to the green movement, CoverGirl is using a small amount of bioresin — a renewable, sustainable, sugarcane-derived plastic — in its packaging.

“This is a pilot test, and as we learn, it is our intention to increase the amounts we use over time,” said Dr. Sarah Vickery, principal scientist, CoverGirl Cosmetics in an interview with WWD.

CoverGirl spokesperson Taylor Swift will star in ads for the new luxury line of products.

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Skis up! If you plan to hit the slopes this winter you need beauty products that will withstand the cold and harsh conditions of all those snowy peaks.

Protect and save yourself with these 5 ski bunny essentials:

1. Cetaphil Daily Facial Moisturizer SPF 15: A skier’s best defense against windburn and chapped skin is to keep skin super moisturized and protected from the sun’s harmful rays. Save time with a two-in-one moisturizer/SPF combo, like Cetaphil’s Daily Facial Moisturizer. It’s non-greasy and lightweight formula won’t make your skin feel heavy and the SPF protects against both UVA and UVB rays from the sun. Look for Cetaphil Daily Facial Moisturizer at stores like CVS, Walgreens, Target and Rite Aid, with a suggested retail price of $11.99. www.cetaphil.com

2. LypSyl Intense Protection LypMoisturizer: Wind got your lips feeling the burn? Try LypSyl, made with pure Swedish beeswax that protects lips from windburn and also moisturizes at the same time. Natural ingredients, including organic Shea butter, coconut oil and Vitamins E and A help the balm glide smoothly over lips, leaving them feeling soft, smooth and tingly. Use LypSyl every day before jumping on the lift to keep lips feeling and looking good. For sunscreen lip protection grab LypSyl in Honeyberry. LypSyl Intense Protection and LypSyl Honeyberry retail for $2.99 and can be found at drugstores nationwide. www.lypsylhome.com

3. CoverGirl LashBlast Mascara: While mascara won’t protect your eyes while skiing, if you want to look glam while racing down the hill, CoverGirl’s LashBlast Mascara (waterproof version of course!) packs a punch. In a variety of shades, this mascara magnifies lashes to give you a “come hither” stare. It’s also hypoallergenic and perfect for anyone who wears contacts. With a suggested retail price of $7.79, find LashBlast at grocery stores and drugstores nationwide. www.covergirl.com

More after the jump!

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She’s already sold more than 10 million albums and been honored as the youngest CMA winner in history–but Taylor Swift might have just earned her biggest coup yet as CoverGirl’s latest spokesperson.

In the “dream come true” role she’ll be in gorgeous company, joining the ranks of A-listers like Drew Barrymore, Rihanna, Queen Latifah and Ellen DeGeneres in representing the brand.

Taylor’s ads for a new line of luxury cosmetics won’t debut until January but she’s sharing this exclusive behind-the-scenes peek on People’s StyleWatch above. GO HERE to check out one of my favorite sites, People’s StyleWatch.

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