Here Are the First CVS Beauty Ads With Images That Haven't Been Altered

'Beauty in Real Life' is a step toward transparency in the industry


CVS Health made headlines in January when it announced a plan to stop altering images used on CVS Pharmacy products and in CVS marketing online and in stores by 2020. Unaltered images now include a special “CVS beauty mark” somewhere on the image to show that “a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics” have not been changed.

It was a massive statement by the company about the unrealistic beauty standards women face every day, thanks in part to beauty marketing.

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