CVS's First Unretouched Beauty Campaign Is Here — and It's Breathtaking
One more reason to love drugstore beauty: CVS Pharmacy has released its first-ever unretouched beauty campaign. This latest series of ads fulfills the promise the chain made back in January to stop digitally-altering its ad photos.
Each photo is adorned with a "CVS Beauty Mark," a seal that highlights non-retouched models. In a press release sent to POPSUGAR, CVS defined "digitally altered" as "changing or enhancing a person's shape, size, proportion, skin or eye color, wrinkles, or any other individual characteristics."
The images were shot by photographer Mei Tao and directed by Kat Keene, and feature women celebrating everyday moments of beauty. This campaign will roll out on all platforms — digital, print, social media, and television — from now until June.
As Norman de Greve, Senior VP and CMO for CVS Health, said in a release, the decision to stop altering images came when brand reps realized that's what their audience wanted. "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," de Greve said. "We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin."
Read on to see the first few images from this campaign!