CVS launched an initiative to make beauty advertising more transparent with a watermark distinguishing unaltered imagery

CVS Pharmacy is moving forward with its initiative to ban beauty advertisements featuring altered images that would potentially deceive a customers about a product's effectiveness. The company will place a watermark, called the CVS Beauty Mark, on unaltered images, making it easy for customers to discern whether ads have been digitally enhanced.

“As a woman, mother and president of a retail business whose customers predominantly are women, I realize 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 executive vice president of CVS Health, said in a press release. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established.”

The new standards extend to all forms of beauty marketing in CVS stores, on its website and across the company's social media pages. The company plans to work with beauty brands on developing more realistic imagery and says the practice will be put into place in all of its stores by 2020.

CVS


Lead Image: CVS Health

CVS Pharmacy is moving forward with its initiative to ban beauty advertisements featuring altered images that would potentially deceive a customers about a product's effectiveness. The company will place a watermark, called the CVS Beauty Mark, on unaltered images, making it easy for customers to discern whether ads have been digitally enhanced.

“As a woman, mother and president of a retail business whose customers predominantly are women, I realize 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 executive vice president of CVS Health, said in a press release. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established.”