CVS bans altered images for makeup and beauty marketing

The retailer’s executive vice president said the move was to ‘assure all of the messages [it is] sending to [its] customers reflect [its] purpose of helping people on their path to better health.’

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When it comes to beauty products, CVS Health is becoming more transparent—starting with its marketing images.

On Monday, the drugstore chain announced that it was banning photo manipulation such as Photoshop on its own images for makeup and beauty products—and it’s pushing the other brands it sells to do the same.

Coming soon. The CVS Beauty Mark to support a more positive self image in women and girls by promoting more realistic beauty imagery.#realisbeautiful #CVSBeauty

— CVS Pharmacy (@cvspharmacy) January 15, 2018

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