CVS’ Big Reveal: Brand Support Accelerates Transparency Efforts in Beauty Aisles

Today at the Times Square flagship, CVS reveals its updated beauty aisles including unaltered beauty images, as well as 60 new brands. The department reflects efforts of several brand partners who joined CVS in its Beauty Mark Initiative, launched one year ago, to bring greater transparency to beauty imagery.

Unretouched photos of Kerry Washington for Neutrogena, Ayesha Curry representing Cover Girl and Revlon ambassador Ashley Graham will be among the celebrity and influencer images illustrating industry support behind efforts to keep it real. “It’s important to us that we encourage the people who buy our products to feel confident about their beauty, to recognize the difference between authentic and digitally altered imagery and empower them to be their true and best selves,” said Michelle Freyre, president, U.S. Beauty at Johnson & Johnson.

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