CVS gets real without retouching in new beauty campaign
CVS has launched “Beauty in Real Life,” the drugstore chain’s first advertising campaign to portray women as they are without the use of retouching.
The campaign, which CVS billed as being created by women for women shows a wide variety of women engaged in daily activities, such as riding a bus to work. In another ad, a mother gets ready for her day while her daughter looks on. Beauty in Real Life, which is running from April through June, will be featured in digital, print, social media, out-of-home and television.
“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, chief marketing officer, 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.”
In January, CVS committed itself to reducing the amount of digitally-altered imagery it uses in marketing beauty products. The retailer is featuring the “CVS Beauty Mark,” a watermark that indicates the imagery has not been altered in a material way. CVS has pledged to apply the approach and mark to all images used in its in-store beauty sections as well as other marketing vehicles by 2020.
At the NRF Show in January, former CVS Pharmacy president Helena Foulkes said the chain’s natural approach to marketing beauty was an extension of its positioning as a “health care company.” She pointed to research that showed retouched images create unrealistic expectations about beauty, particularly among young girls, that have been linked to self-esteem issues and eating disorders.
- CVS Beauty in Real Life – CVS Health
- CVS Pharmacy Launches First Campaign Featuring Unaltered Beauty Imagery – CVS Health
- At NRF Show, CVS calls for transparency in beauty – RetailWire
DISCUSSION QUESTIONS: Do you think the approach being taken by CVS in the “Beauty in Real Life” campaign reinforces its image as a healthcare company? Do you expect the ads to be more or less successful in stimulating sales? How likely is the approach to be emulated by retail rivals of CVS?