CVS Bans Photoshopped Makeup and Beauty Imagery

By the end of 2020, CVS aims to have installed complete transparency for beauty imagery, meaning that, beauty brands will have followed CVS on their photoshop free initiative, or, brands will not meet the standard to achieve a “CVS Beauty Mark” on marketing images.


Whilst the beauty industry has recently seen an improvement in its representation of women, the regulation to ban all photoshopped images by CVS secures this progress. Due to the drug-store enforcing rules for transparacey, the ‘photoshop free’ marketing plot is no longer just a current trend, and so, we can be confident that the industry is being changed for the better.

In order to provide better representation of women in beauty imagery one of the largest US drug-stores, CVS, has announced a ban on photo manipulation on all beauty/makeup marketing materials including in-store displays and social media posts. Aware of the negative impact of unrealistic beauty imagery, CVS Pharmacy President, Helena Folks, had commented: “As a woman, mother and president of a retail business whose customers predominantly are women, I realise we have a responsibility to think about the messages we send to the customers we reach each day.” Folks added: “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.”

Currently housing brands such as Maybelline, L’Oreal and Revlon, the CVS ban has promise to inflict further change in beauty imagery beyond the doors  of their own retail stores. To ensure this, the company will introduce the “CVS Beauty Mark” which will be used as a watermark on any image that has not been altered. This stamp of approval will allow consumers to filter out the unrealistic portrayals of a woman’s size, shape, skin, eye colour or even hair colour. Therefore, beauty standards shown to women everyday are thankfully becoming lesser in this positive step forward for a more conscious society.