“CVS Pharmacy announced Monday that it will begin alerting customers when beauty images used in marketing campaigns or on social media have been digitally altered, and vowed to end touch-ups of its beauty images by the end of 2020.
The Rhode-Island-based company will launch the “CVS Beauty Mark,” a watermark that will begin appearing this year on beauty images that have not been materially altered — meaning the person featured in the image did not have their shape, size, skin or eye color, wrinkles or other characteristics enhanced or changed. CVS plans to work with key brand partners and industry experts to create specific guidelines that ensure transparency, the company said in a statement.
The move comes as more companies promote body authenticity and embrace the idea that beauty comes in all shapes and sizes. Seattle-based Getty Images in the fall announced that it would no longer carry creative content depicting models whose body shapes had been retouched to make them look thinner or larger. In 2016, the toy company Mattel introduced a line of Barbie dolls with three new body types — petite, tall and curvy — to change the beauty ideals girls are exposed to from a young age.”
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