New York (AP) — Pharmacy giant CVS said it will prevent substantial touchups of images used in its advertisements for beauty products.
The business said it has a duty to consider sending messages of unrealistic body images into women and young women.
CVS Health Corp. said Monday it will not “materially” alter photos used in stores, on websites and on social websites by changing a model’s size, shape, skin or eye color or discoloration.
CVS, which was set in Lowell, Massachusetts, in 1963 but currently is based in Woonsocket, Rhode Island, said it will use a watermark to highlight images that have never been materially changed beginning this season. The shift affects marketing materials made by CVS, which stated that if suppliers use changed photos in their material they’ll be labeled.
CVS said it expects the beauty sections of its stores will comply with the new coverage by the end of 2020.
Most of the chain’s retail customers are girls. Helena Foulkes, president of the drugstore division, stated there is a connection between unrealistic body images and poor health effects, particularly in women and young women.
Foulkes stated CVS was hoping to make sure that the messages it sends assist customers attain better health. She stated a number of the companies that make beauty brands taken by CVS were thinking about the matter.
CVS has made changes in its stores to encourage wider health problems. It ceased selling tobacco products from 2014, and last year it announced it would eliminate certain chemicals from about 600 beauty and personal-care goods by the end of 2019.
CVS runs more than 9,700 retail locations.
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