Not so Nice 'n' Easy! Misleading hair dye ad that claimed Mad Men's Christina went from red to blonde in one simple step is banned in UK (it actually took eight weeks) according to source..
According to report,the popular TV advert for best-selling hair dye Nice 'n' Easy have been banned in a fakery row after the makers admitted the commercial, starring Christina Hendricks, was
filmed in reverse. Miss Hendricks, 40, is a natural blonde and has been dying her hair red since the age of ten. However the firm asked her not to colour her hair for eight weeks prior to filming to allow her blonde to come through.
After examining the footage and photographs of Miss Hendricks, the ASA said the company had not been able to substantiate the ‘visual claim’ made about the effect of the dye. It added: ‘Given that the sequence in which the model’s hair was coloured leading up to the television shoots did not match the depiction in the advert, we concluded that it misleadingly exaggerated the product’s capability.’
Procter & Gamble said it never intended to mislead shoppers and that the decision to dye Miss Hendricks’s locks blonde then red was for logistical reasons – as well as to protect the health of her hair.
It produced signed statements from the actress, and the colourist who worked on her hair, to show that the effects were entirely down to using the dye – which is sold under the Clairol brand.
The company said it was important that the actress still had her trademark red hair after filming, so her change to blonde would remain secret until spring this year.
A Procter & Gamble spokesman said: ‘We are disappointed in the outcome as we are confident that the colour change we depicted is achievable using our products.
‘However, we respect the final decision of the ASA and will be removing the television copy from air with immediate effect.
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