CVS Is Using Unretouched Pictures For Their "Beauty in Real Life" Campaign

posted by Alex Gervasi -

Today @cvspharmacy rolled out its #BeautyInRealLife campaign, symbolizing a massive statement about the unrealistic beauty standards women face every day. An initiative we can proudly tell our kids about... 🙌🏽 #WhatDoWeTellTheKids

A post shared by #WHATDOWETELLTHEKIDS (@whatdowetellthekids) on

CVS' new "Beauty in Real Life" campaign is showing what beauty truly looks like in real life.

The retail and health care company is using only unretouched pictures of their models for the new campaign. Magazines and cosmetics companies tend to digitally retouch their photos, and heck, I've been known to use a filter from time to time, but CVS is taking a different 

According to Bustle, the campaign is about transparency and being authentically and proudly yourself. It focuses body positivity, which is such an important issue to promote in this era of social media. 

I’m going to read my 6 year old daughter this quote first thing tomorrow morning: “We wanted to introduce a campaign that makes women feel good about themselves by empowering them to feel comfortable and confident in their own skin.” #BeautyInRealLife @cvspharmacy #WhatDoWeTellTheKids

A post shared by #WHATDOWETELLTHEKIDS (@whatdowetellthekids) on

Bustle said that pictures released by the company that have been unretouched have a white watermark somewhere on the photo that says "Beauty Unaltered." According to the website, the stamp, known as the "CVS Beauty Mark," means that the picture was "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."

Good on CVS. The older I get, the more I realize how damaging things like retouched images are. More of this, please!

This is real life and it's beautiful. 💋💄#BeautyIRL #BeautyUnaltered #CVSBeauty

A post shared by CVS Pharmacy (@cvspharmacy) on




Alex is an on air radio host on 102.7 KIIS FM from 10am-2pm. Los Angeles' Hit Music radio station Read more


Content Goes Here

This ad will close in X seconds.