CVS Pharmacy unveils first unedited makeup campaign
"Beauty in Real Life"
© iStock
FASHION Beauty products
CVS Pharmacy officially unveiled its "Beauty in Real Life" makeup campaign that features models free of Photoshop retouching. The project was first announced in January, when the drugstore promised a new standard of beauty marketing that included freckles, wrinkles, and scars.
“As a woman, mother and president of a retail business whose customers predominantly are women, I realize we have a responsibility to think about the messages we send to the customers we reach each day,” Helena Foulkes, the president of CVS Pharmacy, said in a January press release.
Debuted online and in retail locations, the "Beauty in Real Life Campaign" has fresh-faced models that are not only beautiful and unique, but also have makeup looks that customers can actually recreate.
“The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established,” Foulkes said. “As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.”
With the tagline "Real Life Beauty. Real Life Prices," CVS may have just hit a goldmine with this imperfectly perfect campaign. You can watch the full untouched promotional video here.