CVS Health Monday said it will ban photo manipulation in its store-brand makeup marketing and promotional displays, a move that acknowledges growing awareness of the harmful nature of touched-up images. The CVS Pharmacy President said the decision reflects an acknowledgment that "unrealistic body images" are "a significant driver of health issues," especially among women.
About 80% of the chain's customers are women. The company's ban on image editing in its own beauty marketing, including store aisle displays and social media posts, is scheduled to take full effect by April 2019.