Forget about those picture-perfect glamazons that grace the covers of magazines (or at least, all over IG). “Beauty in Real Life” is the name of the new unaltered beauty photo campaign from CVS, and it’s changing the standard—in a major way. If you’re not all-in for the Photoshopped version of models, check out what CVS is doing!

Back in January, the retailer announced its plans to create a more realistic picture of what beauty is. In doing this, CVS said it was committed to transparency in revealing whether the final images that the customer sees are, or are not, digitally altered. Photos that feature the “CVS Beauty Mark” watermark highlight images that are unaltered.

The campaign which will be featured in CVS’s digital, print and television advertising, as well as on their social media channels, will run from April through June. With photography by Mei Tao and direction by Kat Keene, the “Beauty in Real Life” campaign is created for and by women IRL. Look for photos of women getting real while riding the bus to work, getting ready for the day with their kiddos or prepping for a girls’ night out.

Senior Vice President and Chief Marketing Officer, CVS Health, Norman de Greve said (in a press release), “There’s been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that’s what Beauty in Real Life is all about.” And we say a resounding, “YES!” to that.

What do you think about this new beauty campaign? Share your thoughts with us in the comments below.

—Erica Loop

Featured Photo: Kaboompics via Pexels

RELATED STORIES:

CVS Just Took a Huge Step to Combat Photoshopped Beauty Standards

Pink’s Daughter Instagrammed Her First Makeup Tutorial & It Is Too Much

Do You Let Your Kids Play With Your Makeup? Celebs Are Heated About It