CVS Pharmacy is changing its mission. The national drugstore has always been passionate about beauty and the important role it plays in overall health. After all, taking time to feel good on the outside enhances overall well being. However when 2/3 of women strongly agree that the media has set an unrealistic standard of beauty, 80 percent feel worse about themselves after seeing a beauty ad, and 90 percent of girls ages 15-17 want to change at least one aspect of their physical appearance, something needs to change. That is why CVS Pharmacy is committed to creating new standards for post-production alteration of beauty images. 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. (more…)