Revlon, L’Oreal & More Vow To Go Photoshop-Free For CVS Beauty Campaign
By Mikelle Leow, 27 Jan 2019
Images via CVS Beauty
A year after announcing its decision to bring more transparency to its advertising through anti-retouch ‘Beauty Marks’, major drugstore CVS Pharmacy has officially rolled out its first images for real-world brands in stores.
In an ongoing campaign titled ‘CVS Beauty Unaltered’, the pharmacy has pledged to eliminate alterations of models’ body shapes, sizes, skin tone, eye color, and facial features traditionally deemed to be “imperfect.”
Unedited imagery will be labeled with a special ‘Beauty Mark’ watermark to let shoppers know if a brand has been honest with its advertising of a person’s appearance.
“We want our beauty aisle to be a place where our customers can always come to feel good, while representing and celebrating the authenticity and diversity of the communities we serve,” CVS says.
The first phase of the program boasts airbrush-free adverts by a trio of prominent beauty brands under its belt: Neutrogena, Covergirl, and Revlon have all committed to this refreshing campaign.
By end 2020, they will be joined by Aveeno, Olay, Revlon, Almay, Maybelline, Rimmel, Unilever, and L’Oreal.
Check out some early photos for the ‘CVS Beauty Unaltered’ campaign, which are modeled by Neutrogena spokesperson Kerry Washington, Covergirl ambassador Ayesha Curry, Revlon spokeswoman Ashley Graham, and more below.
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92% of women think the media uses unrealistic images to symbolize beauty. That’s why we’re making a commitment to not materially alter the beauty imagery we create for our stores, marketing materials, websites, apps, or social media. We will not digitally alter or change a person’s shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics. We want our beauty aisle to be a place where our customers can always come to feel good, while representing and celebrating the authenticity and diversity of the communities we serve. Join us in filling our feeds with a more realistic standard of beauty – one that is real and transparent – by sharing your unaltered selfie with #BeautyUnaltered and tagging @CVS_Beauty. Stat Source: Endeavor consumer insight study on behalf of CVS
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[via Bustle, images via CVS Beauty]
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