Getty Images for CVS PharmacyCVS has made big strides in its push to bring untouched images to the beauty aisle. The initiative has created a ripple effect in the industry, prompting many of the biggest beauty brands in the world to stop photoshopping product images altogether. Coty, which owns brands like CoverGirl, Rimmel and Sally Hansen, no longer photoshops the images it sends to CVS or any other retailer. “You could call it a Beauty Mark halo effect,” a Coty spokesperson says. Olay, another early signatory, went a step further when it announced earlier this year that it would stop retouching images—in accordance with CVS Beauty Mark standards—in all of its advertising by 2021.

Source: Forbes October 08, 2020 11:00 UTC