CVS Will Stop Photoshopping Its Beauty Ads — and It’s a BIG Deal

There are an infinite number of reasons to love drugstore beauty, but CVS Pharmacy is adding one more factor to the list. The chain has announced that it will stop unnecessary photoshopping of its own campaign images — and it will encourage partner brands to do the same.

Here’s how this initiative works: the brand has created a CVS Beauty Mark watermark banner that will grace any image that has not been digitally altered. In a press release, reps for CVS defined “digitally altered” as “changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles, or any other individual characteristics.”

You’ll start to see the CVS Beauty Mark rolling out on CVS Pharmacy-produced images by the end of this year; by 2020, it will be included on ads for other brands. In the picture above, you can see the heart-shaped badge on the right-hand “original” image, which has left in lines on the model’s face and neck, plus some of her flyaway hair.

According to President of CVS Pharmacy and Executive Vice President of CVS Health Helena Foulkes, the Beauty Water Mark was born out of a mission to become more transparent and crush unrealistic standards. Foulkes said, “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.”

What’s more, CVS isn’t just stopping at its own ads. Foulkes also said the brand will reach out to partner beauty companies in an effort to open up the discussion about producing more unretouched ads. Foulkes hopes these discussions will lead to a day when brands can “work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve.”

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