By  on April 19, 2018

CVS is making good on plans to bring transparency to its beauty business. Today, the chain kicks off its Beauty in Real Life campaign, which will blitz the market via television, print, digital, social and billboard advertising.

“It is the biggest beauty campaign ever done at CVS,” said Norman de Greve, senior vice president and chief marketing officer for CVS Health. Beauty in Real Life is designed to highlight the retailer’s commitment to creating new standards for beauty imagery with a goal to nurture an authentic and more realistic standard of beauty to its customers.

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