CVS plans to stop significantly altering the beauty imagery in its marketing materials. Here's an example of a digitally altered photo and one that hasn't been materially changed, which is highlighted with the “CVS beauty mark.”CVS plans to stop significantly altering the beauty imagery in its marketing materials. The change applies to the marketing materials that CVS creates itself, but the drugstore chain is also asking brand partners—including Revlon, L’Oréal and Johnson & Johnson—to join the effort. As part of its commitment, CVS said it will launch the “CVS Beauty Mark,” a watermark that will appear on all imagery that hasn’t been materially altered. The labels apply to marketing materials in CVS stores and on its website, but not on product packaging.

Source: Wall Street Journal January 15, 2018 13:07 UTC