CVS Joins The #MeToo Movement And Stops Airbrushing Models

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Customers rejoice! CVS will stop airbrushing beauty models.

CVS Joins The #MeToo Movement And Stops Airbrushing Beauty Models

CVS has vowed to change. On Monday, the retailer released a statement on the status of their photos.

"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," CVS said in a press release. "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."

CVS isn't afraid of bettering their company for the sake of their customers. In 2014, CVS became the first pharmacy chain to stop selling tobacco products of any kind.

According to the New York Times, CVS will no longer "materially alter" any images associated with beauty products in stores, online, and on social media. The company pledged in a statement to "no longer change or enhance a person's size, shape, proportion, skin or eye color, wrinkles or any other individual characteristics." CVS will implement a new watermark, dubbed the CVS beauty mark, to highlight these new unaltered images.

MeToo Movement

The #MeToo movement was established to have women share their experiences with sexual assault or work, often times in the workplace. CVS joins the movement by making women feel better both, emotionally and physically.

Helena Folks, president of CVS Pharmacy and EVP of CVS Health explains;

"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."

Safety In Numbers

CVS has asked other companies like Johnson & Johnson, and L'Oreal to join them in changing the image landscape. The idea is to carry labels on retouched images and declare them "modified". CVS hopes to have new images in the aisles by 2020. Additionally, CVS is in talks to acquire Aetna health insurance. If the merger is successful, CVS will become one of the nations health care providers.


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