CVS Says No To Photoshopped Beauty Marketing Images

GoLocalProv News Team

CVS Says No To Photoshopped Beauty Marketing Images

CVS Pharmacy announced on Monday that they would no longer manipulate the images through photoshopping on the company's own products to distort the appearance of the models. The issue has been in debate nationally -- a Kate Winslet cover for GQ magazine sparked outrage after her image was manipulated through photoshpped techniques. The manipulation of images is commonplace in the beauty and fashion industry. 

But, CVS's new policy is very limited.

According to CVS, they are making "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."

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The announcement was made by Helena Foulkes on CBS' morning news show on Monday morning.

CVS 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.

"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," said Foulkes who is the  President of CVS Pharmacy and Executive Vice President, CVS Health. "The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health."

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.

"We've reached out to many of our beauty brand partners, many of whom are already thinking about this important issue, to work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve," Foulkes said. "We've been inspired by their willingness to partner with us to redefine industry standards around this important issue for the well-being of all of our customers."

To learn more about CVS Pharmacy's new beauty imagery initiative, visit www.cvshealth.com/BeautyMark.

UPDATE: CVS tells GoLocal that the new policy will not affect magazine covers or third party products. It will not effect men's products. The policy does not impact photo manipulation of images on products in aisles other than the beauty aisle.


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