CVS Stores Will Label Photoshopped Pictures of Models in Its Beauty Aisles
LatestCVS Pharmacy will begin labeling photos of models in its beauty aisles to show its customers which images have been digitally enhanced and which have been left unaltered. They’re calling this move towards transparency “the CVS Beauty Mark.”
According to the CVS website, “70 percent of the beauty images in stores will be Beauty Mark compliant, meaning either they have not been retouched or they are labeled as altered,” and the company’s goal is to increase that number to 100 percent by 2020. Will anyone even notice? In the company’s official announcement, CVS notes: “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.” CVS’s marketing initiative extends only to “beauty imagery” they create for their own stores and not to brands they carry, like CoverGirl or Revlon. They note, however, that “they are working with brand partners to ensure that any imagery they use that has been altered is visibly labeled as such.”