By  on January 15, 2018

CVS Pharmacy consumers no longer have to feel less than adequate in the beauty aisles. In its quest to lead positive change around transparency in beauty, starting in April, CVS won’t alter images on its collateral materials in the beauty category. And the company is making a clarion call for its brand partners to do the same.

The push to keep it real is part of CVS’ efforts to promote wellness. The link between imagery in its stores, on its web site and marketing materials and health is critical to CVS, where 80 percent of its customers are women. “We are a very large health-care company and we are also a big beauty retailer. We’ve been thinking a lot about the responsibility that we have [to our customers] and our messages to women,” Helena B. Foulkes, executive vice president, CVS Health and president CVS Pharmacy, told WWD. “It really is a health-care issue and part of what we want to stand for in beauty.” The American Medical Association has identified the propagation of unrealistic body images as a significant driver of health issues, particularly among young women, Foulkes shared. “When you think about all the media that all of us consume every day, the concern is that young girls in particular have unrealistic images of what they should look like,” Foulkes elaborated.

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