CVS is banning the use of photo manipulation on all its images and we are thrilled. How often have you seen an ad of a poreless, wrinkle-and-blemish-free woman, and despite your better judgement, feel vaguely disappointed that your last tube of foundation produced no such results?
The ban, which includes all makeup promotional displays in-store, on social media and any marketing materials, is expected to be implemented in 2018. Not only that, but the giant retailer is encouraging all partners to adopt the no manipulation photo-standard too. If brands don’t comply, CVS will place an icon with a “digitally modified” warning on Photoshopped materials — in this case, on images that change or enhance a person’s “shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.”
“As a woman, mother and president of a retail business whose customers predominantly are women, I realize we have a responsibility to think about the messages we send to the customers we reach each day,” said Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health in a statement.
“The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.”
According to Refinery29, in April, all CVS-owned images will contain a “Beauty Mark” watermark to identify what images have been not been retouched. “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. 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,” continued Foulkes.
With brands like Johnson & Johnson, Revlon, Procter & Gamble, L’Oreal, Unilever, and Maybelline and CoverGirl owner Coty all stocked at CVS, this could be a game changer in the industry. Finally, aspiring to beauty that is literally not obtainable in real life (as it only exists with the click of a mouse) could be a thing of the past. Cindy Crawford once said, “Even I don’t wake up looking like Cindy Crawford,” and if even the great Cindy C herself can acknowledge this, what more of us non-supermodel mere mortals?
Shoppers Drug Mart, your move.