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CVS Beauty Mark: Big Changes In Beauty Marketing From CVS

I am speechless. Never did I think that a company as massive as CVS would spearhead a movement like this one. Then again, they’ve done so many great things in the health industry – this completely makes sense! Beauty altercations / photoshopping / false representation of women in the media… that’s just as much of a health issue as any other. A mental health issue. We – as women – turn towards commercials, ads, magazines, and social media and only see flawless individuals. What do we do then? We look at ourselves and find all the ways that we don’t add up to the industry bar. Well, CVS wants to be as transparent as possible when it comes to their advertisements and announced huge changes for 2018.

cvs beauty mark

According to their press release:

CVS Pharmacy announced a commitment to create new standards for post-production alterations of beauty imagery it creates for stores, websites, social media and any marketing materials. As part of this initiative, transparency for beauty imagery that has been materially altered will be required by the end of 2020.

The company also announced that it will introduce the “CVS Beauty Mark,” a watermark that will be used to highlight imagery that has not been materially altered. For this initiative, materially altered is defined as changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics. CVS Pharmacy will be working together with key brand partners and industry experts to develop specific guidelines in an effort to ensure consistency and transparency.

Think about how powerful this is!! My daughter will see an ad from CVS and it will be an actual person – not digitally touched up in any way. Heck, so will I, right? I am still vulnerable to these type of promotions as well. As a mother, as a woman, as a HUMAN… I thank CVS!!

The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020.

To learn more about CVS Pharmacy’s new beauty imagery initiative, visit

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