Advertising methods for beauty products have often been controversial. Looking at many scientific studies that draw attention to the effect of advertising on consumers' self image, especially those of young women, pharmaceutical retail giant CVS has decided to make a bold change: by 2020, all CVS beauty products will bear markings to let consumers know whether their advertising images have been altered with Photoshop, with preference given to those that are not.
CVS introduced their new "beauty mark," which will adorn the label of beauty products without altered images.
Helena Foulkes, president of CVS Pharmacy and executive vice president of CVS Health, commented:
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. 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.
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.
Helping people to appreciate their own beauty, freckles and birthmarks included, is definitely a step in the right direction. Let's hope other stores follow suit in the near future.