CVS Pharmacy announced this week that the imagery in its stores, marketing materials, websites, apps and social media will be unaltered by 2020. “We will not digitally alter or change a person’s shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics,” CVS announced in a press release. They’ve also introduced the CVS Beauty Mark, which is a watermark to denote unaltered images. “The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020.” Bravo, CVS!
