CVS Pharmacy unveils ‘beauty marks’ in stores

CVS Pharmacy is well ahead of schedule towards meeting its 2020 goal of full transparency for all its beauty imagery.

The drugstore chain on Thursday announced that nearly 70% of the beauty-related images in CVS locations nationwide will soon be tagged with a special watermark, called the “CVS Beauty Mark,” which means that the photo has not been airbrushed or altered in any way. Images that have been altered are identified as such to educate consumers.

In addition to the in-store beauty photos, all beauty imagery, including brand partner imagery, used on the CVS website and in all marketing to customers, including on social media and for external advertising and promotions, reflects the CVS Beauty Mark commitment.

In addition, CVS Pharmacy has instituted a contractual requirement for all of its beauty influencer partners to create and share only imagery that has not been digitally altered and does not use social filters. “

“As a purpose-led health care company as well as the second largest beauty retailer in the country, we want the millions of customers that visit CVS Pharmacy locations each day to see a more authentic and diverse representation of beauty," said Kevin Hourican, president of CVS Pharmacy. "We applaud the brand partners that truly embraced this initiative and helped us in taking significant steps forward in our effort to change an industry standard that has an impact on the health and self-esteem of our mutual customers."

The CVS Beauty Mark initiative, announced in January 2018, was launched to lead positive change around transparency in beauty in order to educate customers on the difference between authentic and digitally altered imagery. At the launch, CVS set a goal to have full transparency for all beauty imagery by 2020. I

Beauty industry companies that have made the commitment to work together with CVS to reach the goal of full beauty imagery transparency by the end of 2020 include Neutrogena, CoverGirl, Revlon, Olay, Almay, Aveeno, Rimmel, Joah, L'Oreal, Maybelline, Unilever, Burt's Bees and Physician's Formula.