CVS Pharmacy has announced that it will use only unaltered photographs in all of the marketing and packaging they produce, and the company will ask the brands whose products they sell to comply with new transparency standards for altered imagery. The retail pharmacy chain, the largest in the U.S., introduced the initiative earlier this week.
CVS joins brands such as American Eagle’s Aerie and Dove in making the shift away from the heavily retouched imagery that has become the norm in the fashion and beauty industries. Photographs heavily altered in post-production have been increasingly criticized in recent years for promoting unrealistic beauty standards. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established,” said President of CVS Pharmacy and Executive Vice President, CVS Health Helena Foulkes in a statement.
Beginning this year, all imagery produced by CVS Pharmacy will adhere to new post-production standards, and the company will use a “CVS Beauty Mark” watermark to call attention to images which are not “materially altered.” The company has defined material alteration as “changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.”
The company announced they will require transparency for all beauty imagery in its stores and marketing materials 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.
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