CVS’ First Photoshop-Free Beauty Ads Are Here, and They’re So Refreshing
Back in January, CVS announced it was planning to no longer digitally alter images featured in its beauty ads—which it defined as “changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.” In a push for transparency, the pharmacy also revealed it would be putting a logo on un-retouched images, so shoppers would be able to tell which images had not been enhanced. Now, we’re finally getting a look at what authentic advertising really looks like in the beauty industry.
On Thursday, CVS kicked off its “Beauty in Real Life” campaign, which features a diverse cast of real women from all over the U.S. in un-retouched print and video imagery.
“They don’t need to be photoshopped. There is just so much more depth and substance. It makes women just feel better,” Norman de Greve, senior vice president and chief marketing officer for CVS Health, told WWD. “We want it to be aspirational for women to say, ‘Hey I want to look like that,’ but feel it is realistic, too.”
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“Beauty in Real Life” is the biggest beauty campaign CVS has ever done, and it’s worth noting that the cast, photographer, director, and marketing and beauty teams were all women. In the ads, women are seen using the actual products they use in real life, doing things like getting ready in the morning or putting on makeup to go out at night. The photos all feature the “CVS Beauty Mark” to indicate the images haven’t been altered or edited.
As announced earlier this year, the brand’s goal is to phase out Photoshop completely by 2020. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established,” then–CVS Pharmacy President Helena Foulkes said at the time. “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.”
The company is also encouraging the beauty brands it works with to re-consider their retouching practices. “Brands are getting excited about it and [are] reviewing how they shoot their models,” de Greve told WWD. “Some of the top models in the world are getting excited about it, too.” So far, he said, the response has been overwhelmingly positive.
This is so amazing! So many more girls are going to feel more beautiful in their own skin! I can't wait to see who will be next to join this movement! pic.twitter.com/ex7aiGYwtk
— Jada Kai (@OfficialJadaKai) January 16, 2018
Love this. CVS Pharmacies will no longer photoshop their beauty ads! https://t.co/x7HJS3A8q4 pic.twitter.com/tFmVo0nbmC
— The Beauty Proof (@TheBeautyProof) January 16, 2018
Bravo CVS! "CVS Pharmacy Makes Commitment to Create New Standards for Post-Production Alterations of Beauty Imagery | CVS Health" https://t.co/GQSdW0pdum
— Kate De Ponte (@KateDePonte) April 19, 2018
Love the split second nod to little girls at the end… they watch us! Kudos, @cvspharmacy https://t.co/ue531rGJ4Q
— Penny Drexel (@pennydrexel) April 19, 2018
https://twitter.com/bronze_bombSHEL/status/954004443275636737
This is an encouraging move. Well done, @cvspharmacy. CVS Will No Longer Photoshop Its Beauty Ads https://t.co/yN5lY5HhxZ
— Jen Wilkin (@jenniferwilkin) January 15, 2018
“This is a health issue… having unrealistic expectations leads to stress in daily lives,” said de Greve. “We want to be part of the solution and encourage others to join us.” With more and more unretouched campaigns getting attention, it’s only a matter of time.
Related Stories:
-This New Unretouched Beauty Campaign Is Exactly What Women Need
-This New Campaign Stars Women of All Sizes, and None of It’s Retouched
-Target’s New Swimwear Ads Are Photoshop-Free, and It’s Beyond Refreshing
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