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CVS Pharmacy's 'Beauty Mark' Campaign Promotes Transparency

 - Jan 26, 2018
References: cvshealth & psfk
In an effort to promote a more realistic and personable brand, CVS Pharmacy has banned digitally altering its in-store beauty ads. This move aims to create a more transparent relationship between the consumer and the company as CVS intends to help the onlooker clearly decipher between an original photograph, and alterations.

This particular campaign is functioning under the name 'Beauty Mark' as the company prints a watermark reading 'Original' to distinguish its untouched ads. This new standard is extending to all of CVS' marketing departments, as Helena Foulkes, the company's president said that "As a woman, mother and president of a retail business whose customers predominantly are women, I realize we have a responsibility to think about the messages we send to the customers we reach each day,"