CVS announced that it will stop using “materially” airbrushed images of models promoting beauty products at its locations and online store. The pharmacy chain wants women to have a realistic body image and no longer worry about their skin not being perfect or smooth enough.
The company unveiled the new policy on Monday.
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,
the company told reporters.
It added that customers should feel good about themselves by celebrating authenticity not false images of flawless women. If a photo is authentic, the drug store will label it with a label reading the “CVS Beauty Mark”. All beauty photos that will appear this year will bear the watermark.
The move is a result of customer pressure onto companies to reflect their own values. Four years ago, CVS was the first U.S. drug store chain to stop selling cigarettes. With the new anti-sexual harassment movement in sight, women are the next hot topic.
CVS to Promote Realistic Body Images
The head of the CVS Pharmacy Helena Foulkes underlined that science has long established a connection between unrealistic body images and low self-esteem, especially among teens and young women.
Foulkes noted that CVS is a “purpose-led company” and that purpose is to help people reach better health not to bring them down or make them ill.
Analysts think the latest decision is a marketing move to keep the pharmacy chain in touch with its customers’ values. Also, it is a tactic to lure in more Millennials as their purchase power climbs.
In the coming decade, the beauty industry could be affected by a major makeover, as Millennial buyers will be the ones to spend the most on beauty products.
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