CVS Well being stated it is going to ban photograph manipulation on imagery for his or her retailer model make-up.

CVS Well being Monday stated it is going to ban photograph manipulation in its retailer-model make-up advertising and promotional shows, a transfer that acknowledges rising consciousness of the dangerous nature of touched-up photographs.

The nation’s largest drugstore chain may also require different make-up and wonder manufacturers that promote merchandise in its aisles to decide to a photograph-manipulation ban by 2020, or face having an alert label positioned on the pictures.

With some 9,600 shops nationwide, CVS is likely one of the nation’s largest sellers of magnificence merchandise, giving the corporate vital affect over make-up advertising.

CVS Pharmacy President Helena Foulkes, who made the official announcement at the National Retail Federation’s convention in New York, said the decision reflects an acknowledgment that “unrealistic body images” are “a significant driver of health issues,” especially among women. About 80% of the chain’s customers are women.

“We’re all consuming massive amounts of media every day and we’re not necessarily looking at imagery that is real and true,” Foulkes said in an interview. “To try to hold ourselves up to be like those women is impossible because even those women don’t look like how they appear in those photographs.”

The company’s ban on image editing in its own beauty marketing, including store aisle displays and social media posts, is scheduled to take full effect by April 2019.

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For other suppliers, the retailer will place an icon with a “digitally modified” warning message on any marketing materials that don’t comply with CVS’ new standard by 2020. The company’s largest beauty product suppliers include Procter & Gamble, Johnson & Johnson, Unilever, L’Oreal, Maybelline and CoverGirl owner Coty.


CVS says its $69-billion acquisition of the health insurer Aetna will help create a customer “front door” to health care through the chain’s network stores. Some analysts see the move as CVS trying to get ahead of potential move by Amazon into the pharmaceutical market. (Dec. 4)

Images and products that haven’t been changed will get a new label called the CVS Beauty Mark.

“If someone decides they still need to digitally modify a photograph, what we want is for girls and women in our stores to know that,” Foulkes said.

The move puts pressure on major CVS store makeup sellers to follow suit. Early indications…