Courtesy of CVS.
CVS Pharmacy is making serious changes to what you’ll see in the beauty aisle.
The brand announced on Monday that it’s pledging to quit “materially altering” any imagery used in its stores, websites, social media, and marketing starting this April. In fact, a watermark, which the brand coined the CVS Beauty Mark, will appear on all of the materially unaltered imagery in the form of a heart inside of a circle. The retailer is taking the commitment even further by asking the brands that line its shelves to follow suit by skipping the Photoshop or to label those retouched images accordingly.
“We’ve reached out to many of our beauty brand partners, many of whom are already thinking about this important issue, to work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve,” Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health, said in a press release. “We’ve been inspired by their willingness to partner with us to redefine industry standards around this important issue for the well-being of all of our customers.”