photo: Pexels

Drugstore giant CVS is setting new standards for beauty imagery. Yep, the retailer is refusing to be sneaky about retouching beauty shots in post-production. The company has made a commitment to end all alterations (made during the post-production process) in photos used for their in-store displays, website, marketing materials and on social media by the year 2020.

So what exactly is CVS really doing? Your fave make-up, skin care or hair care brand has a picture of a crazy-perfect model and you start thinking, “Why can’t my skin be so flawless?” Well, the answer is…it can be. That is, it can be if you digitally alter it after taking the pic. This allows the post-production wizards to erase blemishes and fine lines, change skin, eye or hair color or make just about any alteration they see fit. And this is exactly what CVS wants to end.

Not only are they promising to end the post-production touch-up process over the next few years, but they are also introducing the “CVS Beauty Mark.” This is a watermark that indicates the photo is unaltered.

President of CVS Pharmacy and Executive Vice President, CVS Health, Helena Foulkes said, in a press release, “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.”

She went on to add, “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 say bravo to CVS on their healthy attitude and commitment to make a change!

What do you think about CVS not using digitally altered photos? Share your thoughts in the comments below.