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' new campaign celebrates beauty that has not been retouched. CVS

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.

@ktjrichards Katie Richards is a staff writer for Adweek.