CVS builds on photoshop ban with new beauty aisles that are CVS Beauty Mark compliant

CVS builds on photoshop ban with new beauty aisles that are CVS Beauty Mark compliant

CVS has announced that it has made significant progress toward its goal of full transparency for all beauty imagery displayed in store.

A year after the drugstore chain first announced its CVS Beauty Mark, which indicates that the image has not been digitally altered, some 70 percent of beauty imagery in CVS Pharmacy locations are compliant.

The company unveiled its new beauty aisles in an event at its Times Square store last week, which was attended by brand ambassadors from Revlon, Neutrogena and Covergirl, all of whom appear digitally unaltered in the campaigns displayed in store.

“As a purpose-led health care company as well as the second largest beauty retailer in the country, we want the millions of customers that visit CVS Pharmacy locations each day to see a more authentic and diverse representation of beauty,” said Kevin Hourican, President of CVS Pharmacy. “We applaud the brand partners that truly embraced this initiative and helped us in taking significant steps forward in our effort to change an industry standard that has an impact on the health and self-esteem of our mutual customers.”

Brand partners who have committed to full transparency by 2020 include Revlon, Neutrogena, Covergirl, Olay, Almay, Aveeno, Rimmel, JOAH, L’Oréal, Maybelline, Unilever, Burt’s Bees and Physician’s Formula.

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