In 2018, CVS Pharmacy introduced its Beauty Mark Initiative, which commits to a set of no-Photoshop guidelines for any of its internal beauty images across all platforms, from in-store advertising to social media. This initiative also requires CVS-sold brands to inform whether or not their imagery has been digitally altered. Fast forward to 2021, the brand has proudly announced that it has reached full compliancy for beauty imagery produced by and for it.
According to a recent article from Refinery 29, brands like Olay, Flower Beauty and COVERGIRL have aligned with the mission over the past two years, and now that the project is in full force, CVS is entering a new Beauty Mark phase, which hones in on the mental-health effects of COVID-induced screen time.
In a press release, Neela Montgomery, president of CVS and executive vice president of CVS Health, says this next step marks a significant milestone in its mental health organizations. “We are proud to lead the beauty industry in making a bold statement that supports the mental health of our customers, especially young women,” Montgomery says. “We hope this authenticity will continue as the pandemic has created new and different issues in this space.”
The brand conducted an online survey among women aged 18 through 35 and found that 56-percent of women would rather give up something they love for a week than post a photo online that they didn’t like. The survey also showed that one in three women is less confident in their appearance than a year ago, but that they feel inspired by unedited images of models. This research showcases the importance of the retailer’s initiative in helping women with their confidence and security during this time and how beauty brands can make a major difference in the industry.
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