CVS Pharmacy's 'Beauty Mark' Campaign Promotes Transparency
Ellen Smith — January 26, 2018 — Marketing
In an effort to promote a more realistic and personable brand, CVS Pharmacy has banned digitally altering its in-store beauty ads. This move aims to create a more transparent relationship between the consumer and the company as CVS intends to help the onlooker clearly decipher between an original photograph, and alterations.
This particular campaign is functioning under the name 'Beauty Mark' as the company prints a watermark reading 'Original' to distinguish its untouched ads. This new standard is extending to all of CVS' marketing departments, as Helena Foulkes, the company's president said that “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,”
This particular campaign is functioning under the name 'Beauty Mark' as the company prints a watermark reading 'Original' to distinguish its untouched ads. This new standard is extending to all of CVS' marketing departments, as Helena Foulkes, the company's president said that “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,”
Trend Themes
1. Authentic Beauty - The trend of promoting unaltered beauty in advertising creates an opportunity to embrace and celebrate natural beauty, inspiring other brands to follow suit.
2. Transparency in Marketing - The movement towards transparent marketing, as demonstrated by CVS Pharmacy's 'Beauty Mark' campaign, presents an opportunity for brands to build trust with consumers by being honest and authentic in their advertising practices.
3. Empowering Consumers - By banning digital alterations in their beauty ads, CVS Pharmacy is empowering consumers to make more informed choices about the products they purchase, encouraging other industries to give consumers greater control over their purchasing decisions.
Industry Implications
1. Beauty and Cosmetics - The beauty and cosmetics industry can innovate by embracing unaltered beauty and promoting authenticity in their advertising to resonate with consumers who are seeking more genuine representation.
2. Retail - The retail industry has an opportunity to incorporate transparency in marketing by promoting unaltered images and providing more honest information about products, which can help build trust and loyalty among consumers.
3. Advertising and Marketing - CVS Pharmacy's 'Beauty Mark' campaign highlights the importance of transparency in advertising and presents an opportunity for the advertising and marketing industry to reevaluate its practices and prioritize authenticity.
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