CVS to ban retouched beauty imagery

Making strides in the beauty aisles

CVS Pharmacy will ban retouched photography from its stores, websites, social media, and marketing materials in an effort to lead positive change in beauty. The company will also add in the “CVS Beauty Mark,” a design that will be used to highlight photography that has not been retouched.

This commitment to realistic beauty standards comes on the heels of France’s October initiative of requiring all digitally tampered commercial photos to carry the warning “photographie retouchée,” or “retouched photograph.” And while the entire US may not be on the inclusivity and diversity beauty train, CVS has over 9,600 stores nationwide and is one of the country’s largest cosmetics vendors. Thus, their devotion to transparent beauty imagery will have a major influence over makeup marketing.

CVS has already reached out to several of its beauty brand partners to collaborate on ensuring that beauty aisles are an inclusive place that represent and celebrate authenticity and diversity.

“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,” stated Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health. Celebrating beauty in its myriad forms is long overdue.

Read the full press release here.

Watch Today Show segment here

Article by:  Dana Beuttler for BeautyMatter

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