Major Drugstore CVS Unveils Its First Realistic, Unretouched Beauty Campaign

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Composite image by DesignTAXI. Background images via CVS Health

good on its promise to help redefine beauty standards, major drugstore CVS Pharmacy has unveiled its first set of unretouched portraits.

The brand first announced its decision to leave beauty imagery digitally unaltered in January, and the new, diversity-driven ‘Beauty in Real Life’ campaign marks CVS’ initial steps towards combating extreme societal expectations.

“There’s been a shift in what consumers want to see when it comes to beauty,” described Norman de Greve, Senior Vice President and Chief Marketing Officer at CVS Health. “They are asking for more transparency and authenticity, and that’s what ‘Beauty in Real Life’ is all about.”

“We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin.”

The entire campaign was put together by an all-women team, which includes photographer Mei Tao and director Kat Keene.

To distinguish raw in-store photos from those that have been airbrushed, CVS applies special watermarks called ‘CVS Beauty Marks’ on them, making it easier for customers to form educated decisions about which cosmetics to purchase. The move will hopefully spur beauty brands to follow suit and leave their visuals unretouched.

Image via CVS Health

Image via CVS Health

Image via CVS Health

Image via CVS Health

Image via CVS Health

[via AdAge, images via CVS Health]

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