CVS to Stop ‘Photoshopping’ Beauty Ads

January 22, 2018

cvs beauty mark

It’s no secret in retail and eCommerce that a majority of images, especially those in the health, beauty and fashion sector, are heavily retouched.

CVS Pharmacy announced in a recent press release that it would stop “materially” altering beauty images in brand-created marketing materials that appear in stores, online and on social media.

The company said that it is setting new standards for post-production alterations of beauty imagery.

A “CVS Beauty Mark”will be added to photos to indicate pictures that have not been digitally modified to alter a person’s shape, size, eye color or wrinkles. The small icon will start to appear on materials this year with the goal of converting all images in the company’s beauty sections by the end of 2020. These unretouched standards will apply to CVS-produced imagery only.

CVS is also calling on other beauty brands, including Revlon, L’Oral, and Johnson & Johnson, to join the initiative, according to The Wall Street Journal.

Helena Foulkes, the president of CVS Pharmacy and Executive Vice President of CVS Health, said in a statement, “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.”

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