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CVS Pharmacy pledges to end touchups of beauty images.

CVS Pharmacy, the retail division of CVS Health, yesterday announced a commitment to create new standards for post-production alterations of beauty imagery it creates for stores, websites, social media and any marketing materials. As part of this initiative, transparency for beauty imagery that has been materially altered will be required by the end of 2020. The company also announced that it will introduce the "CVS Beauty Mark," a watermark that will be used to highlight imagery that has not been materially altered. For this initiative, materially altered is defined as changing or enhancing a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics. CVS Pharmacy will be working together with key brand partners and industry experts to develop specific guidelines in an effort to ensure consistency and transparency. This new initiative is being introduced in an effort to lead positive change around transparency in beauty as well as to allow customers to differentiate between authentic and materially altered imagery. The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020. CVS Health has previously made significant changes in its retail stores with the health of its customers in mind, such as ending the sale of tobacco products, delivering healthier food options throughout CVS Pharmacy stores and committing to remove certain chemicals of concern from all store brand beauty and personal care items by 2019.

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Publication:The Fly
Date:Jan 16, 2018
Words:254
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