L'Oreal denies ligthening Frieda Pinto's skin tone in new Ad

The famous cosmetic brand L'Oreal caused a storm in 2008 when they were accused of 'whitewashing' singer Beyonce's skin for a hair product campaign. Now a similar contorversy was reported across media with regards to the cosmetic brand's new campaign with actress Freida Pinto.

The campaign- "Colors Take Flight Project Runway" shows the Slumdog Millionaire star with a noticeably lighter skin in the new ad.

The image has attracted criticism from publications across the globe- particularly as it is not the first time L'Oreal have been accused of 'lightening' Freida's skin.

The 26-year-old, from India, first appeared with a paler complexion in the official image released by L'Oreal when she was signed in 2009. However it was then confirmed the shot was provided by Pinto's management - and not by the skincare brand.

However denying the retouching, the company recently sent across statement to the media that read-

"L'Oréal Paris strongly reiterates that Freida Pinto's skin-tone in the campaign "Colors Take Flight Project Runway" limited-edition collection has not been altered in any way. This campaign was meant to highlight Freida Pinto's make-up colors applied on her eyes and lips. Thus, some powerful studio lights with ring-flash have been used for this purpose to create a "runway" effect on the picture. There has been no whitening retouching process whatsoever on Freida Pinto's face.

Freida Pinto has been a spokesperson for L'Oréal Paris brand since 2009 and we highly value our relationship with Ms. Pinto."

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