CVS Pharmacy makes strides in Beauty Mark transparency efforts

Press enter to search
Close search
Open Menu

CVS Pharmacy makes strides in Beauty Mark transparency efforts

By Sandra Levy - 01/24/2019
CVS Pharmacy is making progress in its CVS Beauty Mark initiative, which is aimed at identifying whether in store, online and marketed beauty imagery — from the retailer and brand partners — has been altered.

The company announced Thursday that a year into the initiative, nearly 70% of CVS Pharmacy stores' beauty imagery is CVS Beauty Mark compliant — images either carry the CVS Beauty Mark watermark to denote they haven't been materially altered or clearly say they've been digitally altered. The company said it intends for all beauty imagery to be compliant by the end of 2020.

At a Thursday event at the CVS Pharmacy in Times Square, the company revealed its updated beauty aisles and recognized brand partners that joined the retailer’s transparency efforts in the past year.

CVS Pharmacy executives were joined by key brand partner executives at the event and by Ayesha Curry, who appears digitally unaltered in a campaign image for CoverGirl Outlast lipstick. In addition to CoverGirl, Neutrogena's brand ambassador Kerry Washington and Revlon brand ambassador Ashley Graham are appearing digitally unaltered for their campaigns.

"As a purpose led healthcare company, as well as the second largest beauty retailer in the country, we want the millions of customers that visit CVS Pharmacy locations each day to see a more authentic and diverse representation of beauty," CVS Pharmacy president Kevin Hourican, said. "We applaud the brand partners that truly embraced this initiative and helped us in taking significant steps forward in our effort to change an industry standard that has an impact on the health and self-esteem of our mutual customers."

In addition to Neutrogena, CoverGirl and Revlon, brands such as Olay, Almay, Aveeno, Rimmel, JOAH, L'Oreal, Maybelline, Unilever, Burt's Bees and Physician's Formula all have pledged to work together toward the goal of full transparency by 2020.

In addition to focusing on imagery in store, on CVS.com and on all marketing imagery — including social media, advertising and promotions — the company's beauty influencer partners are contractually required to create and share only imagery that has not been digitally altered and does not use filters.

As part of the CVS Beauty Mark initiative, CVS Pharmacy also is supporting Girls Inc. in its mission to help all girls become strong, smart and bold. During select weeks in February, with the purchase of select Johnson & Johnson, Procter & Gamble and L'Oreal beauty products, a $1 donation will be made to the nonprofit organization, up to $300,000 collectively for the entire promotion period.

CVS Pharmacy also partnered with lifestyle experts Sara and Erin Foster to create a limited-edition T-shirt that celebrates unaltered imagery and the CVS Beauty Mark. The Sara & Erin x CVS "Sans Retouching" T-shirt will be available for purchase at cvs.com/beautymark beginning Jan. 24, with 100% of the proceeds also supporting Girls Inc.

The company also is bringing its awareness efforts to social media. CVS Pharmacy is encouraging consumers to post an unfiltered and unaltered picture of themselves on their social media channels with the hashtag #beautyunaltered.