Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Industry buzz

CVS Pharmacy debuts first unretouched beauty campaign

CVS Pharmacy is making good on its promise to ban unrealistic beauty standards, with the launch of its debut photoshop-free campaign.

The drugstore chain has unveiled "Beauty in Real Life," its first advertising campaign since it pledged to stop digitally altering the images it uses in store, online and for social media back in January. The campaign features the brand’s new "CVS Beauty Mark," a watermark symbol that appears on unaltered images to signify its authenticity to customers.

CVS Pharmacy debuts first unretouched beauty campaign

CVS Pharmacy debuts first unretouched beauty campaign

The new campaign features everyday beauty moments in the lives of a diverse group of women, including clips of a woman applying her lipstick on the bus, and another enjoying end-of-the-day sheet mask. It will run through June, spanning digital, print, social media and TV.

"There’s been a shift in what consumers want to see when it comes to beauty," said Norman de Greve, Senior Vice President and Chief Marketing Officer, CVS Health. "They are asking for more transparency and authenticity, and that’s what Beauty in Real Life is all about."

CVS is aiming for all images in its in-store beauty sections to bear the "CVS Beauty Mark" symbol by the end of 2020, and has also reached out to several of the brands it stocks to encourage them to consider a change of approach. In shunning the airbrush, the retailer follows in the footsteps of brands including Aerie, Asos and Missguided — all of whom have used unretouched photos for campaigns in the past.

© 2018 - Brazil Beauty News - www.brazilbeautynews.com

latest news
Focus
Thermolat: Symrise's new warming ingredient

Thermolat: Symrise’s new warming ingredient

Symrise’s new sensory ingredient creates a feeling like gentle warm sunshine on the skin. Thermolat was developed for use in creams, gels and balms to provide pleasant, relaxing and long-lasting effects without feelings of stinging or burning. According to the cosmetic ingredients supplier, 71% of consumers would like to feel an (...)

read more
Experts’ views
Opportunities for hair color products in Brazil

Juliana Martins
Opportunities for hair color products in Brazil

The economic downturn and the hair color subcategory Retail sales of hair color products may have had a strong ally in the last three years: Brazil’s economic downturn. As a result of Brazilians’ lower available income, many have stopped spending money on certain services, such as professional hair services offered at hair salons. (...)

read more

Features