The concept of editing photos to make them more appealing for advertising has long been a hot-button issue. Recently, CVS has been doing its part to stop it, at least in the beauty realm.
Last year, the retailer announced its decision to phase out all retouched beauty imagery in store, in an attempt to reverse the toxic messages that many brands have sent over the years. They have also told brands who sell at CVS that they must do the same by 2020, and in the early stages of ’19, they’ve already begun to do so.
In fact, starting this month, 70 percent of CVS beauty ads will be retouch-free.
The most important part? There are big-name celebrities featured in these naturally beautiful ads, including Kerry Washington and Gal Gadot.
It’s a small but important step in the right direction, as the world strays away from unrealistic perceptions of beauty.