UPDATE: More than two years after CVS made the game-changing announcement that the retailer would no longer showcase any retouched beauty imagery in stores or otherwise, it seems Olay is following suit. Starting now through 2021, the brand will begin introducing an "Olay Skin Promise" logo on all skincare ads across print, digital, TV, and social media, signifying that the image has not been Photoshopped.
"We recognize that there are many conflicting expectations for women and it has always been our mission to use our platform to encourage the next generation of women to be unapologetically bold and true to themselves," said Christopher D. Heiert, the vice president and general manager of Olay Global Franchise and North America Skin Care. "Olay believes that, for many women, being inspired to face anything starts with seeing women who look like themselves in the ads they are seeing on a daily basis."
Since its launch, the CVS Beauty Mark initiative resulted in more than 2,700 posts of unaltered social media content, in addition to all beauty marketing and in-store brand partner imagery. In a world of unrealistic beauty standards, it's refreshing to see such large corporations pushing for change — and standing by transparency in order to make it happen.
This story was originally published Jan. 15, 2018.
There are an infinite number of reasons to love drugstore beauty (hello, $14 magnetic lashes), but CVS Pharmacy is adding one more factor to the list. The chain has announced that it will stop unnecessary photoshopping of its own campaign images — and it will encourage partner brands to do the same.
Here's how this initiative works: the brand has created a CVS Beauty Mark watermark banner that will grace any image that has not been digitally altered. In a press release sent to POPSUGAR, reps for CVS defined "digitally altered" as "changing or enhancing a person's shape, size, proportion, skin or eye color, wrinkles, or any other individual characteristics."
You'll start to see the CVS Beauty Mark rolling out on CVS Pharmacy-produced images by the end of this year; by 2020, it will be included on ads for other brands. In the picture above, you can see the heart-shaped badge on the right-hand "original" image, which has left in lines on the model's face and neck, plus some of her flyaway hair.
According to president of CVS Pharmacy and executive vice president of CVS Health Helena Foulkes, the Beauty Water Mark was born out of a mission to become more transparent and crush unrealistic standards. Foulkes said, "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."
What's more, CVS isn't just stopping at its own ads. Foulkes also said the brand will reach out to partner beauty companies in an effort to open up the discussion about producing more unretouched ads. Foulkes hopes these discussions will lead to a day when brands can "work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve."
Just another reason to love drugstore beauty!