Across the beauty and fashion industries, several brands are now taking a stand against unattainable standards by refusing to retouch photos—CVS is one of the latest to join this movement with its 'Beauty in Real Life' campaign.
The Beauty in Real Life campaign marks one of CVS' largest to date and is a celebration of diversity, transparency and authenticity. Over the next few months, the campaign will be unfolding across social media, TV, print and digital formats, supporting empowerment and confidence in women.
As part of its commitment to setting new and attainable standards for beauty, CVS created its own watermark, which it is calling 'Beauty Mark.' When consumers see this image, they will know that the ads have not been altered in Photoshop.
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