Today we’re shifting away from products and talking a bit more about bigger picture stuff. Not sure about you, but as a beauty lover I (try to) follow news & trends as much as I can. CVS is one of my favorite places to shop beauty, so whenever they are in the headlines my interest is piqued immediately. And they are currently making some bold statements in the industry with their Beauty Mark initiative.
I first mentioned this initiative in a post last year after CVS announced their plans to significantly expand their beauty offerings both online and in-store in early 2018.
THE CVS BEAUTY MARK INITIATIVE
In a nutshell, CVS promises that by the end of 2020 all of their marketing imagery (including print, in-store, digital, & social media) will be completely untouched by Photoshop or any other editing software. From their perspective, this is a major strive towards total transparency, and a move away from unrealistic beauty standards.
The Beauty Mark is our pledge to pass a healthy self-image on to the next generation.CVS.com
To avoid any potential confusion on the consumer’s part, the Beauty Mark will appear on every unaltered image. You then have 100% certainty that the marketing image you’re seeing is in its purest form, so to speak. As it stands now, CVS estimates that about 70% of their imagery is now Beauty Mark-compliant.
See the difference below.
THE Response from BRAND PARTNERS
Several big drugstore beauty brands and their celeb ambassadors, like Kerry Washington, Ashley Graham & Ayesha Curry, are fully in support of the CVS Beauty Mark initiative. Neutrogena, CoverGirl, Revlon, & Olay are just a few of the legacy brands taking a major role in helping CVS reach its 2020 goal. A plethora of other beauty brands are set to join in the initiative in 2019 including Physician’s Formula, Aveeno, Rimmel & Burt’s Bees.
I think CVS is making a pretty powerful statement in taking this initiative. Over-manipulated beauty images have been a long-held industry standard, and it’s only amplified even more since the dawn of social media.
There’s definitely an opening now to start a conversation about unaltered beauty, especially as more emphasis is put on body positivity and mental wellness. When I take selfies, either for this blog or for my Instagram, they are never manipulated in any way. I think it’s important to show what I really look like; my skin tone, my freckles, my blemishes, everything. Not some face-tuned version of myself.
We all have a responsibility for what we put out on the internet, especially when so many younger, more impressionable people are interacting online.
Do I think this means that all the companies, all the advertisers, all the marketers will now stop using Photoshop because of the CVS Beauty Mark initiative? Hell no. It’s just one step in a positive direction.
You can read more about the Beauty Mark initiative here.
What do YOU think about the CVS Beauty Mark? Let me know in the comments below!