• Abigail Blome

CVS Pharmacy commits to unaltered beauty photos and alteration transparency

It’s not uncommon for companies to go through phases of rebranding and fresh marketing campaigns. That’s how they stay relevant and alive in the modern economy. However, these campaigns are rarely so perfectly wholesome.

A recent trend in beauty and apparel companies has been to completely stop retouching their models, opting for a more natural look. Some of the brands include ModCloth, Aerie, Dove, and now CVS Pharmacy is looking to join.

The first big move that CVS announced was that they will be more transparent about beauty images that have been altered, something the company is requiring of all the cosmetic brands their stores carry by 2020. The company also announced they would be implementing a "CVS Beauty Mark,” a watermark that will highlight imagery throughout the stores that haven’t been “materially altered.”

According to an official press release from CVS Health, “For this initiative, materially altered is defined as changing or enhancing a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics. CVS Pharmacy will be working together with key brand partners and industry experts to develop specific guidelines in an effort to ensure consistency and transparency.”

"As a woman, mother and president of a retail business whose customers predominantly are women, I realize we have a responsibility to think about the messages we send to the customers we reach each day," said Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health.

"The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health."

The CVS Beauty Mark will begin appearing on beauty imagery produced by CVS Pharmacy in 2018. The larger goal is for all images in the beauty sections of CVS Pharmacy stores to reflect this transparency by the end of 2020.

"We've reached out to many of our beauty brand partners, many of whom are already thinking about this important issue, to work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve," Foulkes added.

"We've been inspired by their willingness to partner with us to redefine industry standards around this important issue for the well-being of all of our customers."

To learn more about CVS Pharmacy's new beauty imagery initiative, visit www.cvshealth.com/BeautyMark.

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