CVS Pharmacy promises to finalize the retouching of its beauty images


AP Retail Writer

NEW YORK (AP) – Pharmaceutical giant CVS said it will stop meaningful retouching of the images used in its advertising beauty products. 19659003] The company said it has a responsibility to think about sending unrealistic body image messages to girls and young women.

CVS Health Corp. said Monday it will not "materially" alter the photos used in stores, websites and social media by changing the shape, size, color or wrinkle of a model, size, color or skin.

CVS, which was founded in Lowell, Mbadachusetts, in 1963 but is now based in Woonsocket, Rhode Island, said it will use a watermark to highlight images that have not been materially altered since this year. The change affects the marketing material produced by CVS, which says that if suppliers use altered photos on their material they will be labeled.

CVS said it expects the beauty sections of all its stores to comply with the new policy by the end of 2020.

The majority of the chain's retail customers are women. Helena Foulkes, president of the pharmacy division, said there is a connection between unrealistic body images and negative effects on health, especially in girls and young women.

Foulkes said that CVS was trying to ensure that the messages it sends help customers achieve better health. She said that many of the companies that make beauty brands led by CVS were already thinking about it.

Previously, CVS had made changes to its stores to support broader health problems. He stopped selling tobacco products in 2014, and last year announced that he would eliminate certain chemicals from about 600 beauty and personal care products by the end of 2019.

CVS manages more than 9,700 retail establishments.

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