CVS health and made headlines in January when he announced a plan to stop the changing images on products CVS Pharmacy and marketing resume online and in stores by 2020. Unaltered images now include a special “mark of beauty SSS” somewhere in the picture to show that “the human form, its size, proportions, skin color and eyes, wrinkles or any other individual characteristics” has not changed.
It was a massive statement about unrealistic beauty standards women face every day, thanks largely to the marketing of beauty. Today, a CVS Pharmacy, which is the retail division of CVS health, has rolled out its first marketing campaign under the initiative “beauty in real life.”
The campaign includes print, out of home, TV, digital and social media. In the report summary focuses on how women use the beauty in everyday life. There are shots of different groups of women, putting on and taking off their makeup in different situations. One shot shows a woman applying makeup on her in the morning; the other looks at the group of friends preparing for the night.
Summary worked with the creative Agency standard black on the project.
Print job with CVS shows models that have not been retouched.
While some pictures still feels more or less the standard for marketing beauty includes photos of beautiful women with gorgeous skin posing in a flawlessly apply makeup—target brand message, create a new standard for image beauty seems sincere.
“There has been a shift in what consumers want to see, when it comes to beauty,” Norman de Greve, senior Vice President and Director of marketing for the health of the cardiovascular system, the report said. “They are asking for more transparency and authenticity, but that beauty in real life is all about. We would like to introduce a campaign that uses beauty to make women feel good about themselves, to give them the opportunity to feel comfortable and confident in their own skin.”
CVS also work with free tender, a non-profit organization whose goal is to get more women Directors working at advertising campaign to find a Director for this project. Kat Keane supervised the work, and Mae Tao photographed.