CVS on way to reaching goal

CVS Pharmacy is well on its way to achieving an important goal in creating new industry standards for post-production alterations of beauty imagery.

The Woonsocket, R.I.-based drug store chain said it has made significant progress toward the goal of full transparency for all of its beauty imagery by the end of 2020. Nearly 70 percent of beauty imagery in CVS Pharmacy locations nationwide will be CVS Beauty Mark compliant only a year after the program was implemented.

“As a purpose-led health care company as well as the second-largest beauty retailer in the country, we want the millions of customers that visit CVS Pharmacy locations each day to see a more authentic and diverse representation of beauty," said Kevin Hourican, president of CVS Pharmacy. "We applaud the brand partners that truly embraced this initiative and helped us in taking significant steps forward in our effort to change an industry standard that has an impact on the health and self-esteem of our mutual customers."

Brand partners throughout the beauty industry that have made the commitment to work together to reach CVS Pharmacy’s goal of full beauty imagery transparency by the end of 2020 include Neutrogena, COVERGIRL, Revlon, Olay, Almay, Aveeno, Rimmel, JOAH, L'Oreal, Maybelline, Unilever, Burt's Bees and Physician's Formula.