CVS Pharmacy's first unaltered beauty campaign imagery revealed

CVS Pharmacy, the retail division of CVS Health, has officially launched its "Beauty in Real Life" campaign, featuring unaltered images in line with the new standards for beauty imagery announced by the retailer back in January.

An ad from "Beauty in Real Life" unaltered imagery campaign - CVS Pharmacy

The campaign shows the role of beauty products in women's daily lives. Images show women engaged in a range of day-to-day activities such as riding a bus on the way to work, a mom spending time with her daughter, or a group of friends getting ready to go out.

It includes digital, print, social media, out-of-home and television advertising.

CVS first announced its plans to launch an untouched image campaign in January. It cited a growing market need to show authentic beauty in a realistic way for the masses of women who no longer felt they could relate to traditional beauty imagery.

"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, in a release.

"[Consumers] are asking for more transparency and authenticity, and that's what Beauty in Real Life is all about."

Consumers can see CVS's Beauty in Real Life launch campaign from April through June.

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