WOONSOCKET, R.I., April 19, 2018 /PRNewswire/ -- CVS
Pharmacy, the retail division of CVS Health (NYSE: CVS), announced
the launch of "Beauty in Real Life," the first advertising campaign
to demonstrate the retailer's commitment, announced in January, to
creating new standards for beauty imagery in order to highlight an
authentic and more realistic image of beauty for its
customers.
Beauty in Real Life is the first campaign to adapt new standards
for post-production photo alterations and will unveil the first
images to feature the "CVS Beauty Mark," a watermark designed to
highlight imagery that has not been materially altered. CVS
Pharmacy has worked closely with key beauty brand partners to
create the final guidelines to define "materially altered" for
beauty imagery as part of this initiative.
The Beauty in Real Life campaign highlights real women
representing broad diversity and showing beauty on their own terms
within "real-life" beauty moments. Told through the lens of
photographer Mei Tao and director
Kat Keene, the campaign was created by women, for women and
highlights the ways that women use beauty within their lives, such
as a woman riding the bus on the way to work, a mom getting ready
for the day with her daughter watching, or real moments of shared
beauty while friends get ready together for a night out. The
campaign is the first of its kind for a beauty retailer and will
span digital, print, social media, out-of-home and television, from
April through June.
"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,"
said Norman de
Greve, Senior Vice President and Chief Marketing
Officer, CVS Health. "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."
The campaign was produced by Standard Black, a boutique,
full-service creative agency based in New
York and Los Angeles.
Standard Black partnered with CVS Pharmacy and launched a
nation-wide search to cast real women to represent diverse
beauty. Standard Black utilized Free The Bid to identify and
hire a female director for the Beauty in Real Life campaign.
Free The Bid is a 501c3 non-profit initiative
advocating on behalf of women directors for equal
opportunities to bid on commercial jobs in the advertising
industry.
To learn more about CVS Pharmacy's new beauty imagery
initiative, visit www.cvshealth.com/BeautyMark. To view
the Beauty In Real Life Campaign, visit
www.cvshealth.com/BeautyInRealLife.
About CVS Pharmacy
CVS Pharmacy, the retail division
of CVS Health (NYSE: CVS), is America's leading retail pharmacy
with over 9,700 locations. It is the first national pharmacy to end
the sale of tobacco and the first pharmacy in the nation to receive
the Community Pharmacy accreditation from URAC, the leading health
care accreditation organization that establishes quality standards
for the health care industry. CVS Pharmacy is reinventing pharmacy
to help people on their path to better health by providing the most
accessible and personalized expertise, both in its stores and
online at CVS.com. General information about CVS Pharmacy and CVS
Health is available at www.cvshealth.com.
Media Contact
Erin Pensa
CVS Pharmacy
401-770-4786
Erin.Pensa@CVSHealth.com
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SOURCE CVS Pharmacy