CVS puts big focus on transparency

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CVS puts big focus on transparency

CVS Health is launching "Tested to Be Trusted", a program that will require third-party testing of all vitamins and supplements

Woonsocket, R.I.-based CVS Pharmacy, the retail division of CVS Health, is launching "Tested to Be Trusted", a program that will require third-party testing of all vitamins and supplements sold at its 9,900 locations and online. The new program aims to confirm the accuracy of ingredients while ensuring products are free of specific harmful contaminants.

"CVS Pharmacy's requirement of third party testing of all vitamins and supplements uniquely positions us as a trusted retailer and health partner where consumers can shop for proactive wellness solutions with confidence," said Kevin Hourican, president of CVS Pharmacy and executive vice president of CVS Health. "We are seeing more customers focus on self-care as part of their overall health, and CVS is committed to providing access to new products and categories to empower people to practice self-care in their daily lives, especially since self-care varies based on an individual's needs."

A new CVS campaign features advertising centered on the "Tested to be Trusted" program. According to the company, since the removal of tobacco from its stores in 2014, CVS Pharmacy has made a number of choices to help people on their path to better health across its retail business. Recent major steps include:

  • The removal of SPF less than 15 from shelves

  • The reformulation of nearly 600 store brand beauty and personal care products to remove parabens, phthalates and formaldehyde donors

  • The CVS Beauty Mark initiative: a commitment to lead positive change around transparency in beauty in order to educate customers on the difference between authentic and digitally altered imagery

According to the company, as self-care continues to be a growing trend supported by leading health organizations, its new "Treat Yourself Well" campaign will expand on the idea that, while self-care may mean different things to different people, it is a critical part of everyday health for everyone, regardless of age, gender or income. Designed to empower consumers to make self-care a part of their daily routine, the year-long campaign will hit a variety of consumer touch points including TV commercials, digital advertising, social media content across Instagram, YouTube, Facebook, Twitter and Pinterest, in-store "healthy-hour" events to educate consumers on new trends and brands, and in-store signage.

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