Introducing the CVS Beauty Mark

CVS Beauty Mark logo

CVS Pharmacy is one of the largest and most trusted beauty retailers in the country, and we are passionate about beauty and the important role it plays in overall health. We know that taking time to feel good on the outside enhances overall well being. We also believe we have an opportunity, and a responsibility, to think about the messages we send to our customers and how they impact their health.

That’s why we’re making a commitment to not materially alter the beauty imagery we create for our stores, marketing materials, websites, apps or social media. We will not digitally alter or change a person’s shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics. 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.  

To support this announcement we are:

  • Introducing the CVS Beauty Mark, a watermark that will appear on imagery that is authentic and has NOT been materially altered.
  • Working with all of our partners to ensure that any imagery they use that has been altered will be visibly labeled as such.

The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020.