Newspaper article St Louis Post-Dispatch (MO)

CVS Pharmacy Promises to End Touchups of Its Beauty Images

Newspaper article St Louis Post-Dispatch (MO)

CVS Pharmacy Promises to End Touchups of Its Beauty Images

Article excerpt

NEW YORK * Pharmacy giant CVS said it will stop significant touch-ups of images used in its advertising for beauty products.

The company said it has a responsibility to think about sending messages of unrealistic body images to girls and young women.

CVS Health Corp. said Monday it will not "materially" alter photos used in stores, on websites and on social media by changing a model's shape, size, skin or eye color or wrinkles.

CVS, which was founded in Lowell, Mass., in 1963 but now is based in Woonsocket, R.I., said it will use a watermark to highlight images that have not been materially altered beginning this year.

The change affects marketing materials produced by CVS, which said that if suppliers use altered photos in their material they will be labeled.

CVS said it hopes the beauty sections of all its stores will comply with the new policy by the end of 2020. …

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