CVS Pharmacy announced that it will no longer digitally alter its in-house beauty ads beginning in April. It’s a step we expect from our younger more socially conscious companies, but never anticipate from a huge corporation like CVS. The new policy is a welcome move and hopefully one that proves to be a turning point in the industry.

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CVS points to health concerns as the reason for the ban of photoshopped images. “It really is a health-care issue and part of what we want to stand for in beauty,” says President of CVS Pharmacy Helena B. Foulkes.

“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,” says Foulkes. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established.”

And CVS Pharmacy is going to make sure everyone knows it’s adopting this policy. CVS ads that have not been altered with Photoshop or retouching will have a “Beauty Mark” watermark on the top right corner. CVS hopes to be completely photoshop free by 2020, according to WWD.

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Photoshop is a common practice in the beauty industry but with brands like ASOS, Misguided, Aerie, and now CVS, making positive strides against Photoshop, we look forward to seeing other brands join the fight.

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