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Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital-related news. You can get an audio version of this briefing on your Alexa device. Search for "Ad Age" under "Skills" in the Alexa app.

What people are talking about today: CVS is getting body-positive: The drugstore giant says it's cracking down on photo-shopping of beauty imagery it uses in stores, online and in marketing materials. It created a heart-shaped insignia which it calls "CVS Beauty Mark" -- that it will stamp on images that have not been significantly altered. The goal is to have its own brand's beauty images free of touch-ups by April 2019, it's putting pressure on its suppliers to join in, as USA Today reports. "The nation's largest drugstore chain will also require other makeup and beauty brands that sell products in its aisles to commit to a photo-manipulation ban by 2020 or face having an alert label placed on the images," USA Today says. It's feasible some beauty brands could be squeamish about showing model's pores and wrinkles. (Procter & Gamble, L'Oreal and Coty, any thoughts?) But seriously, how many consumers will object to this? Bring on the freckles and laugh lines. We can handle it.

Not so body-positive

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