“We will not digitally alter or change a person’s shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics,” CVS said in a press release. The watermark with a heart will start appearing on beauty photos produced by CVS in this upcoming year, so be on the lookout.
Hmm. I have a lot of thoughts about this movement. I really love that CVS is promoting healthier body images by taking a stance against airbrushing and photoshopping models in their stores and print ads. It sends a great message to children because now the beauty standards portrayed by these ads will be attainable.
Although I love this idea, here is some food for thought. I am a pageant girl and have been in modeling for a while. I have had my photos edited to remove blemishes, smooth my skin, and adjust the lighting. I prefer these adjustments to my photos, especially because I am using them for pageant headshots that are sometimes judged. But how much editing is TOO much? How do we decide this? If you were in an advertisement for millions to see, would YOU want to be airbrushed? Or are you okay with everyone seeing your natural flaws?
It takes a brave model to proudly broadcast her full natural self to the world. I give these models and CVS credit for their courage! But what about Ulta, Sephora, and other major beauty brands? Will they follow suit, and are they embarrassed for not taking the initiative on this movement? I would be. What are your thoughts? Let me know in the comments below.