CVS Mom Boss Changes Policies on Beauty Imagery Used In Stores

CVS Pharmacy President Helen Foulkes | Photo: Providence Chamber of Commerce

CVS Pharmacy President Helen Foulkes | Photo: Providence Chamber of Commerce

Keeping It Real!

CVS Pharmacy announced it will create new standards for post-production alterations of beauty imagery it creates for stores, websites, social media and any marketing materials. 

As part of this initiative, transparency for beauty imagery that has been materially altered will be required by the end of 2020. 

"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," said Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health.

The company also announced that it will introduce the "CVS Beauty Mark," a watermark that will be used to highlight imagery that has not been materially altered to enhance a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.  CVS Pharmacy will be working together with key brand partners and industry experts to develop specific guidelines in an effort to ensure consistency and transparency.

Introducing the New CVS Beauty Mark, a watermark that will appear on imagery that is authentic and has NOT been materially altered

Introducing the New CVS Beauty Mark, a watermark that will appear on imagery that is authentic and has NOT been materially altered

"The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established.  As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health," added Foulkes

This new initiative is being introduced in an effort to lead positive change around transparency in beauty as well as to allow customers to differentiate between authentic and materially altered imagery.  The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020.

CVS Pharmacy in Los Angeles

CVS Pharmacy in Los Angeles

"We've reached out to many of our beauty brand partners, many of whom are already thinking about this important issue, to work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve," Foulkes added. "We've been inspired by their willingness to partner with us to redefine industry standards around this important issue for the well-being of all of our customers."

CVS Health has previously made significant changes in its retail stores with the health of its customers in mind, such as ending the sale of tobacco products, delivering healthier food options throughout CVS Pharmacy stores and committing to remove certain chemicals of concern from all store brand beauty and personal care items by 2019. 

Anabel Marquez