CVS Is Done With Photoshopping Beauty Ads

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Eighty percent of women feel worse about themselves after seeing a beauty ad. 

Upsetting stats like that are thrown around all the time, but what is anyone doing about it?

As announced Monday, CVS is one brand making moves for change with a “commitment to create new standards for post-production alterations of beauty imagery it creates for stores, websites, social media and any marketing materials.” Read: no more alerting of images. 

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“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 new initiative will also introduce the CVS Beauty Mark, a watermark that will highlight imagery that has not been materially altered, both for CVS brands and partner brands. The watermark will start to appear this year with “the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020.”

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