CVS recently announced its plan to introduce the CVS Beauty Mark.  This initiative intends to label images in ads that have not been materially altered, and to have fewer ads that include pictures of models that have been modified. This sweeping new policy will start rolling out in 2018, and CVS Pharmacy intends to have every beauty aisle in its stores reflect this policy by 2020.CVS Pharmacy’s intent is to have all of their beauty aisles “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 hopes that this new policy will help the self-confidence and body images of young girls throughout the country. Helena Foulkes, President of CVS Pharmacy and Executive Vice President of CVS Health, was quoted in a CVS press-release saying “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.”This decision was made to promote body authenticity, and counter body negativity. Negative body images have been linked to eating disorders, anxiety, and depression. CVS has joined a growing list of companies like Mattel, Getty Images, and Dove that have taken steps to reduce their contributions to unrealistic beauty standards. CVS has also in the past taken steps to not just sell health products, but to encourage healthy lifestyles. Last April CVS both began removing certain potential carcinogens from its health and beauty line and announced plans to increase its selection of “healthy foods” by 50%, and In September of 2014 CVS stores stopped selling Tobacco. This decision has excited many Gann students. Elianna Gerut ’19 said “Regardless of whether CVS’s reason for making this change comes from a place of genuine care or if it’s just a new marketing strategy, I think admitting that all people have flaws, especially models used in advertising, is never a bad thing. I know I would definitely be more compelled to buy something if the person on the box looked like a normal person, and this move from CVS seems like a step in that direction.” Nora Starhill agreed “I really appreciate CVS’s effort to be truthful in their advertising, and support people’s, especially young womens’ body image! I hope that CVS not only chooses to use non-photoshopped models, but also choose diverse models that represent everybody.” This is one of the biggest steps taken to change how people view their bodies for the better.

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