CVS commits to being Photoshop-free

CVS Pharmacy announced this week that the imagery in its stores, marketing materials, websites, apps and social media will be unaltered by 2020. “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 announced in a press release. They’ve also introduced the CVS Beauty Mark, which is a watermark to denote unaltered images. “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.” Bravo, CVS!