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Reuters reports that CVS has formally adopted an initiative that requires the labeling of photos in its cosmetics aisles as “digitally altered”: when they have been so, making it “the first major American company to adopt such a policy in the face of rising concerns about doctored images setting unrealistic ideals of beauty, especially for young women.”

According to the story, “70 percent of all in-store beauty imagery was now flagged as ‘beauty unaltered’ or ‘digitally altered.’ The company announced its ‘Beauty Mark’ initiative a year ago, but only on Thursday did it appear in stores.

“CVS has promised that by 2020 all images in its stores nationwide will be marked. The policy has already been applied to all images on and in marketing materials, including on social media, the company said.”

Reuters writes that the brands working with CVS on the policy include Neutrogena, CoverGirl, Revlon, Olay, Almay, Aveeno, Rimmel, JOAH, L’Oreal, Maybelline, Unilever, Burt’s Bees and Physicians Formula. The story says that “celebrities and others paid to promote products on social media are required to post only unaltered, unfiltered images.”
KC's View:
This may seem like a small thing, but it strikes me as a significant step in terms of the public, transparent setting of priorities that make sense.