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Completes Beauty Mark initiative, which ensures in-store imagery is not altered.
May 21, 2021
By: TOM BRANNA
Editor
With consumers demanding more transparency in beauty, CVS has completed the rollout of its Beauty Mark initiative. The program, which was announced in 2018, promises that in-store visuals are not “materially altered.” Further, the retailer does not alter a person’s body shape, proportion, eye and skin colors or wrinkles. The move promises to boost consumer self-esteem, according to CVS. Other players in the mass beauty space, including Olay, are taking similar transparency pledges. In a recen...
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