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CVS Demands Beauty Transparency

Completes Beauty Mark initiative, which ensures in-store imagery is not altered.

With consumers demanding more transparency in beauty, CVS has completed the rollout of its Beauty Mark initiative. The program, which was announced in 2018, promises that in-store visuals are not “materially altered.” Further, the retailer does not alter a person’s body shape, proportion, eye and skin colors or wrinkles. The move promises to boost consumer self-esteem, according to CVS. Other players in the mass beauty space, including Olay, are taking similar transparency pledges.

In a recent survey conducted by CVS, 80% of subjects who saw themselves for at least an hour daily said they felt inspired by unretouched images of models, and over half of respondents said they’d prefer to give up something they love for a week instead of posting a photo online they felt self-conscious about. Equally, a third of respondents said they have lost confidence in their appearance during the past year.

Beauty Mark affects in-store displays, but CVS executives say the program will impact product assortment, too. Going forward the retailer will make a concerted effort to promote “inner beauty” by offering more supplements.

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