The smoke and mirrors surrounding the beauty industry are slowing chipping away.

Thanks to outrage over airbrushing nightmares and models exposing the ugly side of modeling, is it possible that unattainable beauty ideals are fading?

The latest semi-scandal involves a television ad in the UK for L'Oréal Elvive Full Restore 5 hair care line (not available in the US). The ad (watch it above) features singer Cheryl Cole praising the collection for making her chestnut locks "full of life, replenished with healthy shine."

There's just one problem. Cole is wearing hair extensions -- and people are angry about it. The London Times reports that Cole has been not-so-secretly sporting extensions for several years now and they are a part of her look, but that hasn't stopped viewers from expressing their outrage.

L'Oréal's stance is that they are within their legal rights -- a message quickly flashes on the screen to state "styled with some natural hair extensions." Did you catch it?

So here's the question: Is this false advertising? And are women being force fed unrealistic visions of beauty that ultimately make them feel worse about themselves?

The other side of the coin is this -- who really believes it? Do women who see the ad really believe it's Cole's natural hair or is everyone jaded enough to realize what's going on? By now we've seen enough weekly tabloid "Stars Without Makeup" exposé features to see that even A-listers look like crud when they're at the grocery store.

This isn't the first (or last) time beauty ads have come under fire. Rimmel got in truh-ble a few years ago for digitally enhancing Kate Moss' eyelashes for a mascara ad.

What's your take on using hair extensions in hair care ads? Leave a comment below and tell us.