CVS is eliminating major photo touch-ups for beauty brands

CVS Health said it will ban photo manipulation on imagery for their store brand makeup.

They want the customers to see what their beauty products look like without major touch-ups.

By 2020 they will require other makeup and beauty brands that sell products in its aisles to commit to a photo manipulation ban.

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If the companies do not follow the guidelines their products will have an alert label placed on the images.

That includes images on beauty products like cosmetics, skincare, haircare, and personal care items.

CVS Pharmacy president Helena Foulkes released a statement on the company’s website explaining why they made the decision to change.

“So we thought it was really an important moment to listen customers, to see the conversations they’re having and the opportunity we have as a beauty leader.”

The photos on products in their stores, on their website or social media feeds will have a “CVS Beauty Mark,” or watermark to show shoppers that they were not significantly altered.