CVS beauty is getting a major facelift come April

Image via slatetulsa/Instagram

2017 was a banner year for women, allowing their voices to be heard, respected, and taken note of. Female empowerment continues to be a major theme coming into 2018 as well, and CVS pharmacy is jumping on the bandwagon of female-centric positivity.

https://www.instagram.com/p/Bd_g-2Bl6US/?tagged=cvsbeauty

Come April, CVS’s in-store beauty brands vow to only display advertisements without touchups or the superficial help of Photoshop, mirroring its new advertising policy with that of previous campaigns by body-positive, unretouched shoots by the likes of Glossier, Aerie, Misguided, and Dove.

https://www.instagram.com/p/Bd-8MhzhV8M/?tagged=cvsbeauty

Once the policy sets into effect, internal CVS beauty brands will be specially marked, attesting to its unretouched photos for advertising and promotions. The company also urges its external beauty vendors—including but certainly not limited to the likes of big names such as L’Oreal, Maybelline, and Revlon—to follow suit.

https://www.instagram.com/p/Bd6JvGZB5jT/?tagged=cvsbeauty

CVS is committed to this new change in order to eradicate unrealistic standards of beauty, permitting each woman to find her own imperfections perfectly normal and above all, entirely beautiful.