“Health is Everything” to CVS Pharmacy and now so is natural beauty.
The company has announced that beginning in April they will officially put an end to the digital altering of their in-house beauty ads.
American pharmaceutical giant CVS pledges to stop “materially altering” imagery associated with its beauty products in stores and online by April. And it's asking all the beauty brands it sells to do the same. pic.twitter.com/Tu9QHf2m4Q
— AJ+ (@ajplus) January 15, 2018
CVS Health executive Vice President and CVS Pharmacy President Helena B. Foulkes told Women’s Wear Daily that this is a health care issue.
The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established,” Foulkes said. “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.
According to WWD, CVS hopes to be completely photoshop free by 2020. For right now, in-house CVS Beauty ads that haven’t been retouched will have a special watermark.
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