CVS Beauty Mark To Feature Un-Altered Images, Promoting More Realistic Standards To Consumers

CVS Beauty Mark To Feature Un-Altered Images, Promoting More Realistic Standards To Consumers
Advertising

In an effort to assuage the negative effects of unachievable and non-representative beauty ideals in advertisements, the pharmacy chain launched an initiative of un-photoshopped images on CVS as well as name-brand products

Katie Devlin
  • 18 june 2018

CVS is for many the one-stop-shop for all beauty, skincare and health-related needs. However, in today’s world of edited Instagram models and photo-shopped brand campaigns, consumers are growing tired of being sold retouched photos that promote unattainable physical standard of beauty, and can leave them feeling dejected instead of inspired and encouraged to buy the product being advertised. This is why the pharmacy is introducing CVS Beauty Mark, which will indicate to customers that the associated images on display have not been altered in any way.

This initiative will ensure not just that the advertisement images of women in CVS stores do not promote an unachievable look, but will also allow women of varying shapes, sizes, races and ages to be featured. For many women, it is not just excessive retouching that can prove disheartening when shopping for beauty products, but also a lack of diversity present in the images that accurately reflects the identities of real consumers.

CVS’ decision to be completely transparent about it its lack of digital alteration could encourage other retailers and brands to reevaluate their own campaigns and marketing strategies, as more than ever, consumers desire to see themselves and expanded beauty norms reflected in advertisements.

CVS


Lead image: woman without and with makeup stock photo from Vladmir Gjorgiev/Shutterstock

CVS is for many the one-stop-shop for all beauty, skincare and health-related needs. However, in today’s world of edited Instagram models and photo-shopped brand campaigns, consumers are growing tired of being sold retouched photos that promote unattainable physical standard of beauty, and can leave them feeling dejected instead of inspired and encouraged to buy the product being advertised. This is why the pharmacy is introducing CVS Beauty Mark, which will indicate to customers that the associated images on display have not been altered in any way.

+advertising
+beauty
+CVS
+Shopper Marketing

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