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CVS Health celebrates 5th anniversary of Beauty Mark initiative with ‘Role Model’ campaign

The “Role Model” campaign showcases the impact of altered social media imagery on the younger generation.

Five years ago, CVS Health introduced its Beauty Mark initiative, which has served as a commitment to educating consumers on the difference between authentic and digitally altered photos.

Since its launch, the retailer has focused on expanding the evolution of Beauty Mark to address the changing needs of consumers and is evolving to aid in working to combat the mental health crisis facing the next generation by the augmentation of the outsized role of social media, the company said.

To highlight that new initiative and the fifth anniversary of Beauty Mark, CVS launched its “Role Model” campaign, which showcases the impact of altered social media imagery on the younger generation.

[Read more: CVS Pharmacy pilots Skin Care Center]

cvs beauty mark split screen

Through this campaign, the retailer looks to spark change in social media behavior and encourage consumers to be role models of their own by practicing image transparency by using the #beautyunaltered and #digitallyaltered in their social media posts.

“The use of filters on social media has just taken off, and what it's done is created this unrealistic perception that everyone has it all put together all the time,” said Cara McNulty, president of behavioral health and mental well-being at CVS Health. “Seeing unaltered images is profoundly important because it allows all of us to realize that everyone is beautiful. It helps normalize that we as humans are perfectly imperfect.”

[Read more: Winning the beauty pagent: Drug stores want more timely, trendy beauty offerings]

In addition, CVS also will be rolling out a Snapchat lens that will allow users to see their side-by-side unaltered and altered images to help educate on the effects of altered social media imagery, the company said.

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