CVS Pharmacy plans to stop using touched-up beauty images in its marketing campaigns by the end of 2020.
On Monday, the company announced its "commitment to create new standards for post-production alterations of beauty imagery."
"I think it's an amazing thing to see the empowerment of women and the fact that we all want to be reflected in a true fashion, we want to look at photographs that feel real and authentic," CVS Pharmacy President Helena Foulkes said.
Related Story
Amazon Could Have Sparked The Merger Between CVS And Aetna
As part of that commitment, CVS will start using a watermark to highlight images that haven't been edited.
The company says any beauty images that change a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics "will be visibly labeled as such."
The new watermark will start to appear on CVS-produced marketing images this year.
