CVS will move away from retouching store images by 2020 — or at least let their customers know when a model has been Photoshopped. 

Who knew that your neighborhood pharmacy was going to be at the forefront of body acceptance? I KNEW there was a reason CVS was great besides their holiday candy section and lightbulbs and late-night shampoo needs. On Monday, the company announced that by 2020, they will be moving away from Photoshopped ads — or at least put a “beauty mark” on images that haven’t been retouched.

Helena Foulkes, president of CVS Pharmacy and Executive Vice President of CVS Health, made a strikingly insightful statement about the company’s decision — an honestly more powerful sentiment than most fashion editors and companies are willing to say.

“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,” Foulkes said. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. 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.”

The statement stressed that they’re committed to ceasing “post-production alterations of beauty imagery.” Imagery that hasn’t been altered will be given the “CVS Beauty Mark” to let customers know that pictures haven’t been edited to make people look younger or thinner. Actual, positive change. Kudos, CVS!

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