Thicker, fuller, longer...

...oh yeh, we're talking eyelashes baby!

I don't normally pay much attention to ads for make-up - I don't wear it and generally think women look prettier with less of it, rather than more. That was, however, until a few little words started appearing in the bottom corner of the current raft of mascara ads whilst showing models with unfeasibly large lashes and a promise that using their product will enable you to achieve just such a look. Those words are 'Filmed with lash inserts', 'Enhanced in post-production' or worse still, both.

I'm sure the majority of the population don't have a clue what the phrase 'Enhanced in post-production' means. What it actually means is 'This is bullshit and you'll never look anything like this because we've used a computer to make these lashes look really long and fat.' Well, actually you could achieve the 'look', however you'd need to film yourself, then have the tape edited by a re-touching expert, but then that isn't really going to help you when you're off for a night on the razzle and want killer, XXL, voluminous, to the max lashes.

What if other industries jumped on the bandwagon? Ads for Fiat would show the looks and performance of a Ferrari like supercar, but when you turn up to the showroom you've got a bog-standard Fiat Panda. A palatial mansion in a property ad would in fact be a pokey 2 bedroom starter home. And let's not even go near the disappointment that would ensue following the new Wonderbra campaign.

To be honest, I'm surprised they can get away with it. In my book, it's at best misleading, at worst an outright lie.