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!

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.”

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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