CVS Pharmacy unveiled their “Beauty Mark” initiative last year: digitally altered photos of models in beauty aisles will be labeled as such. Since last Thursday, CVS has 70% of all in-store beauty imagery flagged with promises to have all imagery completed by 2020. All images on their website, marketing materials, and social media are already labeled.
13 brands working with the retailer on this policy include Neutrogena, CoverGirl, Olay, Almay, Aveeno, Rimmel, L’Oreal, Maybelline, and Revlon. Celebrities and influencers are required to post only unaltered, unfiltered images in paid partnerships.
The drugstore chain, part of the CVS Health Corporation, is the first major American company to adopt this policy, confirming rising concerns about photoshopped images setting unrealistic standards of beauty. CVS is the third most popular U.S. retailer of skincare and cosmetics products behind Walmart and Target, according to Coresight Research.
“We believe by not putting significantly altered images in our stores, it’s aligning to what our customers want and expect to see,” said Kevin Hourican, president of CVS Pharmacy. He expects this initiative to attract more millennial consumers.
Image Source: CVS Health