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CVS features unretouched models in latest beauty campaign

CVS has rolled out a campaign called ‘Beauty in Real Life,’ the brand’s first advertising effort that doesn’t feature models who’ve been retouched.

It comes three months after CVS announced its plans to stop featuring imagery that has been “materially altered,” a term the company defines as “changing or enhancing a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.”

According to CVS, the campaign demonstrates its “commitment to authenticity.” To illustrate its commitment the cause, CVS has created a ‘Beauty Mark’ watermark that will appear on imagery that has not been materially altered.

The campaign will span digital, print, social media, out-of-home and television from April through June. The effort was produced with help from Standard Black, a boutique agency based in New York and Los Angeles.

Photos for the campaign were shot by Mei Tao, while the 30-second spot was directed by Kat Keene. Standard Black used Free The Bid, a nonprofit that advocates for female directors, to find a female director for the campaign.

"There's been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that's what Beauty in Real Life is all about," said Norman de Greve, senior vice president and chief marketing officer of CVS Health, in a statement. "We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin.”

This isn’t the first time CVS has stood up for something it believes in. In 2014, CVS stopped selling cigarettes and tobacco products at its stores, calling the move the “right thing to do for the good of our customers and our company.”

Check out some of the ads from the ‘Beauty in Real Life‘ campaign by clicking the Creative Works box below.

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