Earlier this year, CVS Health took a vow of transparency when it comes to alerting consumers whether or not images used in their social media and in-store marketing items have been retouched or not. Keeping in line with that promise, the drugstore has recently released a new beauty campaign titled "Beauty In Real Life" with all unretouched photos of the models featured. 

Electric Eyes

The company introduced their "CVS Beauty Mark" icon to confirm that any photo that features it has not been altered or edited. In addition to keeping consumers in the loop with these changes, CVS hopes that by 2020 to completely abandon the use of photoshop or any altering softwares and method on their marketing photos. 

Women are playing a huge role in CVS’s change in front of the camera and behind it as well. In a press-release from the company, they highlighted Mei Tao (photographer), Kat Keene (director), Standard Black (full-service creative agency based in New York and Los Angeles) and Free the Bid (an initiative advocating on behalf of women directors for equal opportunities to bid on commercial jobs in the advertising industry). With this incredible women-powered team, they collectively launched a nationwide search for diverse, real women to fit the campaign’s goals. 

Norman de Greve, the CVS Health Senior Vice President and Chief Marketing Officer, said they wanted to create a campaign that encourages women to be their natural selves.

"There's been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that's what 'Beauty in Real Life' is all about," de Greve said. "We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin."

This is the first campaign of its kind for the retailer and will run from April through June of this year.