It's 2018. We've all moved past outdated, restrictive views of what constitutes beauty. Radical body positivity has taken over Instagram. And yet, some fashion and beauty companies lag behind. They simply haven't gotten the memo that all types of women are beautiful, and that the real, non-Photoshopped versions of those women are the most beautiful of all.
But CVS is stepping up. Yeah, you heard that right! Your one-stop shop for makeup, greeting cards, Valentine's Day chocolates, and toilet paper is committing to showing real women in ads for their own products instead of airbrushing them into Barbie-land.
And as a frequent CVS shopper myself, I'm quite proud.
On Monday, CVS announced that the company would stop using "materially" airbrushed photos in advertisements for its beauty products in stores, online, and in other marketing materials.
via: Getty ImagesIn a press release, the company stated, "We want our beauty aisle to be a place where our customers can always come to feel good, while representing and celebrating the authenticity and diversity of the communities we serve." Can I get a "Hell yeah!" for brand awareness and positive change?
They've committed to posting authentic photos and stop airbrushing out "flaws." In their statement, they said:
via: NBC NewsThere is a changing tide in representation in the modeling world and in ads for beauty products for sure, but the fact that CVS is getting on board feels like it means something extra special.
CVS is such a part of my daily life — I don't know about you guys, but I shop there a lot — and so its new ads will be a pretty ubiquitous presence in a lot of people's regular routines.
via: CVSIt's not just about what you see when you're looking at a magazine. It's about what you see when you're running to the store to replace a light bulb or pick up more toothpaste. And that's significant!
Truly, this change is about promoting women's health.In a statement, president of CVS Pharmacy Helena Foulkes said, "The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established."
To be clear about which photos aren't airbrushed, CVS will be adding this "Beauty Mark" to images that haven't been retouched:
Coming soon. The CVS Beauty Mark to support a more positive self image in women and girls by promoting more realist… https://t.co/XkeOf044Yz— CVS Pharmacy (@CVS Pharmacy)1516022215.0
You might remember that way back in 2014, CVS decided to stop selling cigarettes and other tobacco products.
via: Getty ImagesThey became the first national pharmacy chain to do so in an effort to promote healthier lifestyles. Is there an award for "Wokest Pharmacy"? Because it should go to CVS.
In the company's statement about no longer airbrushing photos, Foulkes reiterated CVS's commitment to bettering the health and the lives of their customers.
via: Getty Images"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," Foulkes said.
Foulkes appeared on CBS News and talked to Gayle King about this new initiative. She explained that for her, this comes from a personal place:
Helena Foulkes, executive vice president of CVS Health and president of CVS Pharmacy, joins @CBSThisMorning to disc… https://t.co/eyEyHnDBp5— CBS News (@CBS News)1516022364.0