CVS/pharmacy 'CVS Beauty Mark'
CVS/pharmacy is eliminating post-production tricks and changes to its beauty advertising. In fact, ads will be watermarked with a “CVS Beauty Mark,” a logo that says “Beauty Unaltered” – a signifier that the photo went untouched. This is part of the retailer’s new empowering “Real Life Beauty” campaign that is employing social, digital ads, print, out-of-home media and TV. The images in the campaign reflect a diverse group of women and spotlight them getting ready in their day-to-day lives, for example putting on makeup on the bus ride to work, riding in a carpool, or a mom getting ready in the morning with daughter nearby. The images were shot by a female photographer and the ads directed by a female director. The women in the ads are not models but found via a national search.