CVS' Unretouched 'Beauty in Real Life' Sets New Beauty Standards
Laura McQuarrie — April 20, 2018 — Fashion
References: cvshealth & brandchannel
Across the beauty and fashion industries, several brands are now taking a stand against unattainable standards by refusing to retouch photos—CVS is one of the latest to join this movement with its 'Beauty in Real Life' campaign.
The Beauty in Real Life campaign marks one of CVS' largest to date and is a celebration of diversity, transparency and authenticity. Over the next few months, the campaign will be unfolding across social media, TV, print and digital formats, supporting empowerment and confidence in women.
As part of its commitment to setting new and attainable standards for beauty, CVS created its own watermark, which it is calling 'Beauty Mark.' When consumers see this image, they will know that the ads have not been altered in Photoshop.
The Beauty in Real Life campaign marks one of CVS' largest to date and is a celebration of diversity, transparency and authenticity. Over the next few months, the campaign will be unfolding across social media, TV, print and digital formats, supporting empowerment and confidence in women.
As part of its commitment to setting new and attainable standards for beauty, CVS created its own watermark, which it is calling 'Beauty Mark.' When consumers see this image, they will know that the ads have not been altered in Photoshop.
Trend Themes
1. Unretouched Beauty - The trend of brands refusing to retouch photos is disrupting the beauty and fashion industries, promoting authenticity and challenging unattainable standards.
2. Celebrating Diversity - Brands like CVS are embracing diversity in their beauty campaigns, reflecting the growing demand for inclusive representation in the industry and creating opportunities for disruptive innovation.
3. Transparency and Authenticity - The trend towards transparency and authenticity in advertising, exemplified by CVS' 'Beauty in Real Life' campaign, is reshaping consumer expectations and providing opportunities for new approaches to marketing.
Industry Implications
1. Beauty and Fashion - The movement towards unretouched beauty photos is disrupting traditional beauty and fashion industry practices, presenting opportunities for brands to establish themselves as champions of authenticity and inclusivity.
2. Advertising and Marketing - The rise of transparency and authenticity in advertising, exemplified by CVS' 'Beauty in Real Life' campaign, is transforming marketing strategies and opening up possibilities for disruptive innovations in the advertising industry.
3. Media and Entertainment - The celebration of diversity and empowerment in beauty campaigns, like CVS' 'Beauty in Real Life,' is driving demand for diverse representation in media and entertainment, creating opportunities for disruptive innovations in content creation and distribution.
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