WOONSOCKET, R.I., Jan. 15, 2018 /PRNewswire/ -- CVS Pharmacy,
the retail division of CVS Health (NYSE: CVS), today announced
a commitment to create new standards for post-production
alterations of beauty imagery it creates for stores, websites,
social media and any marketing materials. As part of this
initiative, transparency for beauty imagery that has been
materially altered will be required by the end of 2020.
The company also announced that it will introduce the "CVS
Beauty Mark," a watermark that will be used to highlight imagery
that has not been materially altered. For this initiative,
materially altered is defined as changing or enhancing a person's
shape, size, proportion, skin or eye color, wrinkles or any other
individual characteristics. CVS Pharmacy will be working
together with key brand partners and industry experts to develop
specific guidelines in an effort to ensure consistency and
transparency.
"As a woman, mother and president of a retail business whose
customers predominantly are women, I realize we have a
responsibility to think about the messages we send to the customers
we reach each day," said Helena
Foulkes, President of CVS Pharmacy and Executive Vice
President, CVS Health. "The connection between the propagation of
unrealistic body images and negative health effects, especially in
girls and young women, has been established. As a purpose-led
company, we strive to do our best to assure all of the messages we
are sending to our customers reflect our purpose of helping people
on their path to better health."
This new initiative is being introduced in an effort to lead
positive change around transparency in beauty as well as to allow
customers to differentiate between authentic and materially altered
imagery. The CVS Beauty Mark will start to appear on CVS
Pharmacy-produced beauty imagery in 2018 with the goal of all
images in the beauty sections of CVS Pharmacy stores reflecting
transparency by the end of 2020.
"We've reached out to many of our beauty brand partners, many of
whom are already thinking about this important issue, to work
together to ensure that the beauty aisle is a place that represents
and celebrates the authenticity and diversity of the communities we
serve," Foulkes added. "We've been inspired by their willingness to
partner with us to redefine industry standards around this
important issue for the well-being of all of our customers."
"Girls Inc. applauds CVS Pharmacy's leadership commitment to
showcase and celebrate beauty in all of its forms. As the national
nonprofit dedicated to inspiring all girls to be strong, smart, and
bold, Girls Inc. is honored to be a partner in CVS Pharmacy's
movement to counter limiting stereotypes too often faced by girls
and women. Allowing diversity and natural beauty to shine will have
an immensely positive impact on girls and women everywhere." said
Judy Vredenburgh, Girls Inc.
President & CEO.
CVS Health has previously made significant changes in its retail
stores with the health of its customers in mind, such as ending the
sale of tobacco products, delivering healthier food options
throughout CVS Pharmacy stores and committing to remove certain
chemicals of concern from all store brand beauty and personal care
items by 2019.
To learn more about CVS Pharmacy's new beauty imagery
initiative, visit www.cvshealth.com/BeautyMark .
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:
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Erin Pensa
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CVS
Pharmacy
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401.770.4786
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erin.pensa@cvshealth.com
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SOURCE CVS Pharmacy