CVS Health Takes A Stand Against Fake Beauty Ideals


JAN 23, 2018:

This month, CVS Health made a major announcement, promising to stop altering beauty-related images on its products, online marketing, and in stores with immediate effect. What’s more, the organization will also aim to become more transparent about brands that use Photoshop to enhance their photos – for example, if ‘a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics’ have been enhanced.

‘We have a responsibility to think about the messages we send to the customers we reach each day,’ Helena Foulkes, president of CVS Pharmacy and EVP, CVS Health, said in a statement. ‘The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established.’

When you shop, you’ll simply need to look out for the ‘CVS Beauty Mark’ somewhere on the image to know if it hasn’t been digitally altered. The project is in partnership with Endeavor Global Marketing, the cultural marketing agency within the Endeavor network, and nonprofit Girls Inc.

It’s a huge step forward in the campaign for greater diversity. To celebrate the news, here are three more times brands and beauty fans did their bit for natural beauty…


Back in 2004, Dove launched The Dove Campaign for Real Beauty. It encompassed everything from advertisements and videos, to workshops and sleepover events, as well as the publication of a book and the production of a play. Although the brand came under fire last year for its body-shaped bottles, work over the last decade has largely been considered successful in changing the way we define beauty.

Seventeen Magazine

With thanks in part to 14-year-old Julia Bluhm, whose petition of over 84,000 signatures demanded the publication publish at least one unaltered photo spread per issue, Seventeen Magazine has been eschewing Photoshop for over five years. The then editor-in-chief Ann Shoket responded with an eight-point Body Peace Treaty promising only images of ‘real girls and models who are healthy’.

Fenty Beauty

Where some brands get it really wrong (see YSL’s latest concealer campaign), Fenty Beauty does it really right. When Rihanna unveiled her first product with a video featuring ‘a gorgeous array of diverse models’, Bustle proclaimed: ‘Unsurprisingly, Rihanna clearly wanted to showcase every kind of beauty, and she crushed it. The video is filled with stunning women of color, and Twitter is flooded with praise.’

What do you think of the new CVS Health announcement? Share in the comments!

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