Beauty ads have come under fire in recent years for post-production alterations that exaggerate product effects, potentially misleading consumers, but CVS Pharmacy is concerned about the unrealistic standard promoted by such images and its impact on consumer health. The retailer's answer is a new Beauty Mark for "authentic" images, along with 2020 store-wide transparency targets.
CVS Pharmacy is working with brand partners and industry experts to develop specific guidelines for transparency in beauty images that have been altered post-production, with the goal of reflecting more realistic beauty standards in its stores.
Announced by the CVS Health subsidiary Jan. 15, the initiative is aimed at creating a retail environment that promotes...