As promised, CVS Pharmacy has released its first set of unaltered beauty ads for a new campaign.

As promised, CVS Pharmacy has released its first set of unaltered beauty ads for a new campaign. “Beauty in Real Life” puts the focus on diverse woman incorporating beauty in their everyday lives. It includes images with a “CVS beauty mark” signifying that “a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics” have not been altered. According to the chief marketing officer of CVS Health, “There’s been a shift in what consumers want to see when it comes to beauty…they are asking for more transparency and authenticity.” (Adweek)