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CVS Plans To Stop Using Altered Beauty Images By The End Of 2020

On Monday, CVS announced its "commitment to create new standards for post-production alterations of beauty imagery."
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CVS Plans To Stop Using Altered Beauty Images By The End Of 2020

CVS Pharmacy plans to stop using touched-up beauty images in its marketing campaigns by the end of 2020.

On Monday, the company announced its "commitment to create new standards for post-production alterations of beauty imagery."

"I think it's an amazing thing to see the empowerment of women and the fact that we all want to be reflected in a true fashion, we want to look at photographs that feel real and authentic," CVS Pharmacy President Helena Foulkes said.

As part of that commitment, CVS will start using a watermark to highlight images that haven't been edited.

The company says any beauty images that change a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics "will be visibly labeled as such."

The new watermark will start to appear on CVS-produced marketing images this year.