CVS Pharmacy Announced Its New Policy Called ‘Beauty Industry Without Photoshop’

Date January 17, 2018 19:18

Nowadays, it is almost impossible to imagine the beauty industry without Photoshop. We got used to see stunning and ‘completely perfect’ photos of supermodels on magazine covers. Recently, CVS Pharmacy announced it's putting an end to Photoshop and retouching.

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CVS against Photoshop

Today, global society shows increasing concern about unrealistic standards of beauty promoted by numerous famous brands. This problem is more relevant to teenagers who tend to follow hyperbolized beauty standards harmful to their health.


CVS Pharmacy announced it’s starting a fight against photoshopped and digitally altered images. The company introduced its peculiar "CVS Beauty Mark,” meaning that the imagery shown on labels or ads has not been altered.

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A similar initiative has been earlier announced by several other fashion brands, like Target, Asos, and Aerie.


Helena Foulkes, a president of CVS Pharmacy, expressed her opinion in this matter:

I realize we have a responsibility to think about the messages we send to the customers we reach each day. The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established.

ViChizh /

Foulkes added in CVS they also want to reach out other beauty companies and join their forces against unhealthy beauty propaganda.

Vladimir Gjorgiev /

"CVS Beauty Mark” will appear on the imagery in CVS stores this year, and by 2020, it's aiming for other brands to follow this anti-Photoshop policy. Well, it will be interesting to see world-famous supermodels in their real ‘not photoshopped’ beauty. What do you think?

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