CVS says it will no longer touch up photos used in marketing of beauty products

Jan. 15 (UPI) -- CVS Health Corp. said it will no longer touch up photos used in advertising for their beauty products.

"We're making a commitment to not materially alter the beauty imagery we create for our stores, marketing materials, websites, apps or social media," CVS Pharmacy said in a news release. "We will not digitally alter or change a person's shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics."

The new promise of authenticity will be noted by the CVS Beauty Mark, a watermark that will appear on marketing materials. The mark will confirm that the imagery used has not been materially altered.

"The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 2020," the company said.

Many health studies have linked unrealistic body images used by the fashion and beauty industries with anxiety, low self-esteem and low self-confidence among women.

Last year, France passed a law requiring altered beauty images to be labeled.