WOONSOCKET – CVS Pharmacy, the retail division of CVS Health, in January announced a commitment to create new standards for post-production alterations of beauty imagery it creates for stores, websites, social media and any marketing materials, and followed up on the promise with the recent launch of its “Beauty in Real Life” campaign.
As part of the initiative, transparency for beauty imagery that has been materially altered will be required by the end of 2020. To note unaltered imagery, the company has introduced the “CVS Beauty Mark,” a watermark signifying the imagery that has not been materially altered. CVS Pharmacy defines “materially altered” as changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.
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“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,” said Helena Foulkes, president of CVS Pharmacy and executive vice president of CVS Health.
“Allowing diversity and natural beauty to shine will have an immensely positive impact on girls and women everywhere,” said Judy Vredenburgh, president and CEO, Girls Inc., a partner in CVS Pharmacy’s movement to counter limiting stereotypes faced by girls and women.
Beauty in Real Life will unveil the first images to feature the “CVS Beauty Mark,” highlighting women representing broad diversity and showing beauty on their own terms within “real-life” beauty moments. Images for the campaign will be viewed through the lens of photographer Mei Tao and director Kat Keene.
The campaign was produced by Standard Black, a boutique, full-service creative agency based in New York and Los Angeles. Standard Black partnered with CVS Pharmacy and launched a nationwide search to cast real women to represent diverse beauty.
“There’s been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that’s what Beauty in Real Life is all about,” said Norman de Greve, senior vice president and chief marketing officer of CVS Health.
Rob Borkowski is a PBN staff writer Email him at Borkowski@PBN.com.
