CVS Pharmacy’s new ad campaign makes a point of not using any digital tools to touch up their models.
That means no photoshop, no airbrushing, and no digital removal of those pesky moles or zits.
The new campaign is called “Beauty in Real Life” and is the largest beauty ad campaign that CVS has ever embarked on. The pharmacy chain is spending big bucks on a message that assures women they’re not being lied to, and that everything they see is what is possible with their products.
"What we're trying to do is provide transparency to women who see this stuff," said Norman de Greve, senior VP and chief marketing officer for CVS. He added that the idea is to make women feel empowered by giving them an attainable aesthetic standard. "Don't feel bad if you don't look like something out of a computer."
The ad campaign will feature real women in real-life beauty situations. CVS worked with Los Angeles and New York-based ad agency Standard Black to create the ads, as well as hiring female director Kat Keene through Free the Bid, an organization that advocates for female directors in media.
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Each official ad will contain a CVS “Beauty Mark” that says "Beauty Unaltered", which is your assurance that no digital shenanigans took place in the ad. The campaign will run from April to June, and be featured in print, digital media, social media, and TV.
"There's been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that's what Beauty in Real Life is all about," added de Greve. "We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin."
CVS sells over 500 beauty brands and is serious about both looking and feeling good. In 2014, the company stopped selling tobacco--a multi-billion dollar industry--for health concerns surrounding cigarettes.
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