CVS Well being is asserting a serious change in the way you store for magnificence merchandise. The nation’s main drugstore chain will inform prospects if sure ads for merchandise have been digitally altered. A particular watermark will spotlight imagery with out materials modifications.
These merchandise embrace make-up and skincare objects, the place photographs are edited to regulate an individual’s dimension, form or pores and skin coloration.
Helena Foulkes, government vice chairman of CVS Well being and president of CVS Pharmacy, advised “CBS This Morning” that the brand new initiative is tied to how women eat media.
“A few statistics that basically hit us is that 80 p.c of ladies really feel worse about themselves after taking a look at magnificence advertisements, and 42 p.c of ladies in grades one by means of three wish to be thinner,” Foulkes mentioned. “For us, as a giant well being care firm, we felt this was a well being problem. In truth, the American Medical Affiliation has mentioned that propagation of unrealistic physique imagery is hurting our well being.”
CVS will append a “magnificence mark” to imagery in its shops that has not been digitally altered.
A brand new initiative by the CVS chain of pharmacies will point out whether or not imagery selling magnificence merchandise has been digitally-altered.
“What we’re committing to is, that any of the imagery you see in our shops will likely be actual. We’ll be sincere with you and we’ll offer you a magnificence mark that can say we did not digitally alter it. And if we’ve got sure companions who nonetheless wish to have a digitally-altered , we’ll say it has been digitally altered.
“So ladies, as they’re taking a look at pictures, will know what’s actual, and never really feel that they need to dwell as much as some unrealistic customary,” Foulkes mentioned.
She described a shift in what’s attracting younger ladies: “In the event you have a look at women age 13 to 24, they’re on YouTube, and the rationale they are going to YouTube is that they’re saying, ‘I see imagery there that is life like.’ I believe if they will go to a retailer or a web site that additionally displays authenticity, they will really feel higher about us, they will belief us, they usually’ll do extra enterprise with us.”
Helena Foulkes, government vice chairman of CVS Well being and president of CVS Pharmacy.
“Are you discovering that younger women will not be taking a look at fashions anymore for inspiration, that they taking a look at YouTube — They appear identical to I do — and that is the look they are going for, not the mannequin look?” requested co-host Gayle King.
“Completely. They’re saying, ‘Celebrities aren’t actual. I wish to relate to individuals who have my very own imperfections and really feel that I am empowered by the actual fact I appear to be these individuals.’ It is an enormous alternative. and it is what a whole lot of indie manufacturers are doing so successfully and why they’re rising. They’re tapping into this empowerment amongst women, and that is what we’re hoping to gasoline that with this dialog.”
It is the newest transfer amongst a number of buyer initiatives at CVS. The chain (which plans to purchase the insurance coverage large Aetna) has additionally stopped the sale of tobacco merchandise, and launched limits on opioid prescriptions.
Foulkes described her firm’s efforts in opposition to the opioid disaster, starting February 1, tying CVS’ pharmacy advantages administration (PBM) firm and their retail enterprise collectively. “The PBM will now have new guidelines in place, so should you’re simply leaving the dentist for minor surgical procedure, for instance, and getting an acute prescription, we’ll solely let you get a seven-day provide.
“And at our retail counters, we’ll be educating shoppers on the why. And the why round that’s after seven days, the chance of dependancy rises with day-after-day’s use of opioids. So we actually wish to make it possible for should you solely had one thing minor, you simply get seven-days’ provide, and we expect that can make a giant distinction.”
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