By  on January 24, 2019

Ayesha Curry admitted she paused for a moment when presented with the idea of her unretouched images in CoverGirl campaigns. “But now seeing it, it is a moment of power,” Curry said Thursday during a panel of industry experts who delved into the  importance of positive beauty representation at CVS’ Times Square store.

Moderated by Katie Couric, the discussion was held in tandem with the reveal of CVS’ new beauty aisles, designed for full transparency. Within those aisles, the majority will soon be CVS Beauty Mark-compliant, meaning beauty images that aren’t materially altered earn a special watermark, the CVS Beauty Mark. Brands who do edit their materials in post-production will be clearly labeled “digitally altered” so consumers know what’s real and what’s not.

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