CVS says it will no longer alter pictures of models in beauty ads

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LEXINGTON, Ky. (WKYT) - CVS is making a change to how it sells beauty products.

On Monday, the pharmacy chain announced it will create new standards for altering pictures of models used in stores, on the internet, on social media, and in marketing materials. According to CVS, that means they will not change a model's shape, size, proportion, skin or eye color. The chain also says it will not alter lines, wrinkles or other individual characteristics. The company also plans to introduce what it calls the "CVS Beauty Mark." It is a watermark that will appear on pictures that are authentic and that have not been materially altered.

"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 said in a news release. "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."

The CVS Beauty Mark will begin appearing on CVS produced beauty pictures this year. CVS says it is working with the brands it sells and beauty industry experts to develop specific guidelines for non-CVS produced pictures. The chain's goal is to have all images in the beauty section of CVS meet the new criteria by the end of 2020.

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