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CVS is taking a stand on beauty marketing with "Beauty in Real Life," its first campaign that excludes image alterations. It includes a 30-second spot and images that feature the brand's new "CVS Beauty Mark" watermarka promise that the picture has not been airbrushed.

Earlier this year, CVS Pharmacy, the retail division of CVS Health, committed to adopting such standards in its beauty materials to add more authenticity to its marketing.

"What we're trying to do is provide transparency to women who see this stuff," says Norman de Greve, senior VP and chief marketing officer of Woonsocket, R.I.-based CVS Health. He notes that the company isn't banning Photoshop, but is saying, "Don't feel bad if you don't look like something out of a computer." The growing authority of social influencers over celebrities and the rise in consumer interest for authenticity were among the reasons he cited for the policy.

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