Love Island star Lana Jenkins suffers huge knockback as new beauty advert banned

21 December 2023 , 19:26

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The ASA have removed the advert from social media

Love Island star Lana Jenkins has suffered a setback after her make-up ad was pulled off air after advertising regulators branded the beauty promotion 'irresponsible.'

The 2022 Love Island winter series runner-up collaborated with the makeup brand Rimmel for a video. The 25-year-old reality TV star revealed the range of products she used to achieve the perfect soft makeup look targeted at students. It had the caption: "25% off Rimmel back to school." The sponsored post, which was featured on the beauty brand's Facebook page, received several complaints, with two people deeming the advert 'inappropriate' as it implied young girls needed to wear makeup in school to succeed.

In the clip, Lana smothers foundation and concealer on her face and encourages shoppers to race to their local beauty store to pick up the items mentioned in the video. The social media post also had the words: "Get 25% off Multi-Tasker Concealer and other Rimmel faves with code B2S25 only at lookfantastic.com."

The reality TV contestant appeared in the 2022 Love Island winter series (Dave Benett/Getty Images for Sol)

Lana Jenkins teamed up with Rimmel London (Dave Benett/Getty Images for Rimmel London)

In a statement, The Advertising Standards Authority said the advert is sending the wrong message to young girls as it plays on their insecurities. They have since banned it from appearing on online platforms. They said: "We considered that the use of the word 'slay' in the claim 'Get ready to slay this back-to-school season' implied that girls or young women were more likely to succeed or do well when they went back to school if they wore make-up, in this case a concealing and contouring product.

"We considered the ad had the effect of playing on young girls' insecurities about their appearance and therefore concluded it was irresponsible. We told Coty UK, trading as Rimmel London, that they should not play on young girls' insecurities by implying that it was necessary to wear make-up to school to succeed."

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In response, Coty UK, trading as Rimmel London, said the ad was part of its 'Back to School' campaign but 'in no way' communicated a need to wear make-up, and instead targeted women aged 18 to 35 who were interested in cosmetics, beauty, fashion and make-up.

It comes after Lana returned to her day job six months after her stint on the ITV2 dating show. The contestant is a celebrity makeup artist, who has worked on major TV shows like Hollyoaks and Brassic. In September, Lana posted pictures where she was seen working backstage in the dressing room of the Netflix show Accused. On Love Island, the star reached the final of the winter series with Ron Hall. Leaving the villa, the pair dated for three months before separating in July.

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Ayaan Ali