Report highlights impact of CVS Pharmacy's Beauty Mark

CVS Pharmacy’s Beauty Mark effort, which pushes for unretouched marketing photos in its beauty aisles, has made a big impact on how the beauty industry markets its product, according to a new report in Forbes.

The report takes a look at the retailer’s push to highlight unaltered photos has had a larger impact on how beauty suppliers approach marketing their products. Forbes notes that Revlon uses the CVS Beauty Mark guidelines for all of its imagery across retailers, and Coty — parent of such leading brands as Rimmel, Sally Hansen and CoverGirl — has stopped retouching its images for retail altogether. Forbes noted that other companies, like Johnson & Johnson, still send unretouched photos to CVS while supplying retouched versions to other chains.

Beyond the in-store experience, Forbes said that CVS Pharmacy’s work with social media influencers — number more than 500 who have garnered some 40 million impressions — also adheres to the Beauty Mark standards.

Rather than just change the conversation and what consumers can expect from beauty, CVS Pharmacy executives told Forbes that within a year of the Beauty Mark’s introduction, the chain’s market share with millennials surpassed that of its competitors.

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