CVS Stopped Photoshopping Its Beauty Ads and It's Breathtaking

ingrid nilsen cvs pharmacy campaign to end retouching
via Instagram: @cvspharmacy

CVS is turning the tides when it comes to the beauty industry.

CVS Ends Photoshopping on Its Beauty Imagery

CVS Pharmacy is changing the way we look at the beauty industry.

For years, we've been told that we need to look a certain way to be beautiful. But here's the catch – companies photoshop and digitally alter images to make their makeup and beauty products, meaning that not even the model can achieve the amount of "perfection" shown to consumers in ads.

As a result, people are always trying to achieve unattainable and unrealistic beauty goals, leaving us with lower self-esteem than we could have ever imagined.

Now, that's about to change.

In one fell swoop, CVS pushed the initiative to "not materially alter the beauty imagery we create for our stores, marketing materials, websites, apps or social media."

But what does it mean when CVS says they won't digitally alter their beauty imagery for any platform?

"We will not digitally alter or change a person’s shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics," CVS wrote in a statement. "We want our beauty aisle to be a place where our customers can always come to feel good, while representing and celebrating the authenticity and diversity of the communities we serve."

Now, this is big.

CVS has made a point that things that make us insecure – like our wrinkles, body shape, or simply features on our skin – won't be altered.

So, how will all of this work?

According to CVS, the company will now feature a watermark that tells consumers that the image has not been materially altered. Meanwhile, CVS is working with brands to ensure that any image that has been altered will be properly labeled.

Now, about 70 percent of beauty images within the store are untouched with the hopes of all beauty imagery associated with the CVS brand to be unaltered by the end of 2020.

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