• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Cosmoprof Bologna Review: A Bounty of Beauty

    The DNA of Sustainable Packaging at Aveda

    Capturing the Shiny Allure of Luxe

    Beauty Execs Talk Sustainable Packaging—Current Trends & What Lies Ahead

    Applicators & Brushes Evolve to Meet Consumer Preferences
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    L'Oréal North Asia President Discusses China's Consumer Sector Recovery & Premium Beauty Trends

    Kiehl’s Celebrates Pride by Supporting The Trevor Project

    L’Oréal & UNESCO Announce 2023 Laureates of the For Women in Science International Awards

    Sky Organics Earns B Corp Certification

    Beauty Pie Taps Kevin Cornils as CEO
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    3C Inc.

    Arkay

    The DNA of Sustainable Packaging at Aveda

    Applicators & Brushes Evolve to Meet Consumer Preferences

    Sustainable Packaging in Overdrive at MakeUp In and Luxe Pack Los Angeles
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    L'Oréal North Asia President Discusses China's Consumer Sector Recovery & Premium Beauty Trends

    Kiehl’s Celebrates Pride by Supporting The Trevor Project

    Sky Organics Earns B Corp Certification

    Beauty Pie Taps Kevin Cornils as CEO

    Selva Ventures Closes $34M Second Fund Backed by Unilever
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Aluminum Packaging for Cosmetics: Pros, Cons & Insights

    Metal & Metallized Packaging Shines in Our Latest Feature

    Beauty Brand Packaging Execs Share Sustainability Strategies

    The DNA of Sustainable Packaging at Aveda

    Capturing the Shiny Allure of Luxe
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Grove Collaborative's Sustainability Report Reveals New Plastic-Free Initiatives

    Tula Launches Summer Radiance Skincare Kit

    CosRX Launches a Blemish Treatment Serum in Innovative Packaging

    Kao Releases Progress Reports on its ESG Strategy

    Edgewell Personal Care Is One of USA Today's 'America's Climate Leaders'
    Top 20 Companies
    Coty

    L’Oréal

    LVMH

    LBrands

    Kao
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Premium Labels & Packaging Solutions

    BIG SKY PACKAGING

    Accupac

    TAESUNG

    Richmond Containers CTP Ltd
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    MakeUp in Paris Opens on June 14th—Here's a Sneak Peek

    An Indie Beauty Focus at NYSCC Suppliers’ Day 2023

    Perfect Corp.To Reveal Latest Beauty Tech Tools at Viva Technology 2023

    Hydrafacial Execs to Speak at 'Future of the Consumer' Conference

    Coty CEO Outlines Future Plans at Gala Event in Cannes
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
      • eBook
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Breaking News

    CVS Pharmacy Launches First 'Unaltered' Beauty Campaign

    The images are the first to feature the "CVS Beauty Mark."

    CVS Pharmacy Launches First
    04.19.18

    CVS Pharmacy has launched the "Beauty In Real Life" campaign -- the retailer's first unaltered images.

    The campaign demonstrates a commitment to authenticity, the retailer says, and its goal to create new standards for beauty imagery, in an effort to highlight authentic and more realistic images.

    The campaign's images are the first to feature the "CVS Beauty Mark," a watermark designed to highlight imagery that has not been materially altered.

    CVS is committed to enforcing its new standards for post-production photo alterations, which the retailer announced in January. CVS Pharmacy has worked closely with key beauty brand partners to create the final guidelines to define "materially altered" for beauty imagery as part of this initiative.

    Norman de Greve, senior vice president and chief marketing officer, CVS Health, comments, "There's been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity...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."

    "Real Life" Beauty Moments

    The Beauty in Real Life campaign highlights real women representing broad diversity and showing beauty on their own terms within "real-life" beauty moments.

    The campaign was shot by photographer Mei Tao and director Kat Keene. It highlights the ways that women use beauty within their lives, such as a woman riding the bus on the way to work, a mom getting ready for the day with her daughter watching, or real moments of shared beauty while friends get ready together for a night out.

    The campaign will span digital, print, social media, out-of-home and television, from April through June.

    The campaign was produced by Standard Black, a boutique, full-service creative agency based in New York and Los Angeles. Standard Black partnered with CVS Pharmacy and launched a nationwide search to cast real women to represent diverse beauty. 

    Standard Black utilized Free The Bid to identify and hire a female director for the Beauty in Real Life campaign. Free The Bid is a non-profit initiative advocating on behalf of women directors for equal opportunities to bid on commercial jobs in the advertising industry.
    Related Searches
    • launches
    • social media
    • campaign
    • full-service
    Suggested For You
    CEW Announces the 2021 Beauty Creators Awards Finalists CEW Announces the 2021 Beauty Creators Awards Finalists
    CEW CEW's 2020 Beauty Awards Mark Multi-Day Virtual Event
    Burt Burt's Bees Launches National Recycling Program
    Nature Research and The Estée Lauder Companies Launch Two Global Awards Nature Research and The Estée Lauder Companies Launch Two Global Awards
    Beauty Supplies Beauty Supplies
    Using Sensory Cues to Deliver on Three Universal Consumer Desires Using Sensory Cues to Deliver on Three Universal Consumer Desires
    Parlux Introduces Tempting Paradise by Sofia Vergara Parlux Introduces Tempting Paradise by Sofia Vergara
    Colgate Optic To Debut New Toothpaste at the #WeAllGrow Summit Colgate Optic To Debut New Toothpaste at the #WeAllGrow Summit
    Driving Consumer Action Driving Consumer Action
    A First-Ever Unretouched Luxe Skincare Campaign A First-Ever Unretouched Luxe Skincare Campaign
    Beauty & Money Summit LA Beauty & Money Summit LA
    The Latest Beauty Reveals at CES The Latest Beauty Reveals at CES
    L L'Oréal USA Calls for 2018 For Women In Science Applicants
    Violet Grey Teams Up With Kim Kardashian To Celebrate Fragrance Launch Violet Grey Teams Up With Kim Kardashian To Celebrate Fragrance Launch
    Beauty’s ‘Gastronomia’ Trend Remains Healthy Beauty’s ‘Gastronomia’ Trend Remains Healthy

    Related Online Exclusives

    • CEW Announces the 2021 Beauty Creators Awards Finalists

      CEW Announces the 2021 Beauty Creators Awards Finalists

      The virtual event was hosted by Brooke Shields, and announced the finalists in 29 categories.
      Nancy Jeffries 07.22.21

    • CEW

      CEW's 2020 Beauty Awards Mark Multi-Day Virtual Event

      Beauty industry executives attended the entertaining virtual celebration hosted by Jill Kargman, writer and star of Bravo's Odd Mom Out—here's the play-by-play.
      Nancy Jeffries, Correspondent 11.19.20

    • Cosmetics | Eco-friendly | Eco-friendly
      Burt

      Burt's Bees Launches National Recycling Program

      In partnership with TerraCycle, all Burt's Bees products are now 100% recyclable.
      04.18.18


    • Nature Research and The Estée Lauder Companies Launch Two Global Awards

      Nature Research and The Estée Lauder Companies Launch Two Global Awards

      Nominations are now open: winners of the Women in Science awards will be announced in October.
      04.09.18

    • Beauty Supplies

      Beauty Supplies

      Qosmedix Beauty Supplies Brochure

    Loading, Please Wait..
    Trending
    • Ranking The Top 50 Cosmetic Companies
    • MAC Revamps 'Back To MAC' Recycling Program
    • Top 20 Most Successful Celebrity Beauty Brands Of 2023—Ranked By Cosmetify
    • WSGN & Coloro Name Apricot Crush As Color Of The Year 2024
    • Unilever Uses AI For Product Development
    Breaking News
    • L'Oréal North Asia President Discusses China's Consumer Sector Recovery & Premium Beauty Trends
    • Kiehl’s Celebrates Pride by Supporting The Trevor Project
    • L’Oréal & UNESCO Announce 2023 Laureates of the For Women in Science International Awards
    • Sky Organics Earns B Corp Certification
    • Beauty Pie Taps Kevin Cornils as CEO
    View Breaking News >
    CURRENT ISSUE

    April/May 2023

    • Cosmetic Packaging: Suppliers Meet the Rise in Eco-Awareness
    • Applicators & Brushes Evolve to Meet Consumer Preferences
    • Capturing the Shiny Allure of Luxe
    • Beauty Execs Talk ‘Sustainable Packaging 2023’ & Beyond
    • The DNA of Sustainable Packaging at Aveda
    • Sustainable Packaging at MakeUp In and Luxe Pack Los Angeles
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Stefan Pasiakos, PhD, Selected to Lead NIH Office of Dietary Supplements
    Verdure Sciences Receives Award for Sustainable, Ethical Turmeric Sourcing
    BGG Receives Patent for Saw Palmetto ID Method
    Coatings World

    Latest Breaking News From Coatings World

    Indorama Ventures and Carbios Reaffirm Partnership to Build PET Biorecycling Plant
    AkzoNobel Powder Coatings Enhances Digital Services with Launch of My Interpon Portal
    PPG Opens Color Creation Lab with Chery Automobile in China
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    MPO's Most-Read Stories This Week—June 3
    CardioRenal’s TENOR Device Receives Breakthrough Device Designation from FDA
    LifeQ Unveils New 24-Hour Sleep Solution
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Terran Biosciences, Pierre Fabre Ink Exclusive Licensing Deal for Idazoxan
    ASM Research Chemicals Launches Development Packs for API Manufacturing
    WuXi Increases Manufacturing Capacity in Germany
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    L'Oréal North Asia President Discusses China's Consumer Sector Recovery & Premium Beauty Trends
    Kiehl’s Celebrates Pride by Supporting The Trevor Project
    L’Oréal & UNESCO Announce 2023 Laureates of the For Women in Science International Awards
    Happi

    Latest Breaking News From Happi

    An Eco-Friendly & Stylish PET Dropper for Cosmetic Products New from Epopack
    Color Street Celebrates Pride Month with Limited-Edition ‘Over the Rainbow’ Nail Strips
    Olay Rolls Out Sensitive Skin Line
    Ink World

    Latest Breaking News From Ink World

    Weekly Recap: INX Digital, hubergroup and HP Top This Week’s Stories
    Mactac Acquires Canadian Roll Label Distributor Label Supply
    WestRock Advances its Commitment to a Sustainable Future
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Schreiner's Pharma-Comb IL Label supports clinical trial cancer medication
    First Anytron ANY-JET III digital label press installed in Korea
    FPA announces Kasie Fairbarn as elected ELC co-chair
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Harper Hygienics Launches Hemp-Based Intimate Care Wipes
    What You’re Reading on Nonwovens-Industry.com
    Biodiapers Signs Agreement with Sicam
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    ODT's Most-Read Stories This Week—June 3
    Augmedics Debuts New Features, Indications for xvision Platform
    Artelon Closes $20M Series B Funding
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Weekly Recap: Francisco Melo, Smart Skis, onsemi Top This Week’s Stories
    DIC Acquires Photoresist Polymers Manufacturer PCAS Canada
    Arkema Collaborates with Habitat for Humanity Philadelphia

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login