CVS Gets Real With Beauty Mark

CVS Pharmacy has launched “Beauty in Real Life,” an advertising campaign that demonstrates the retailer’s commitment to highlight an authentic, unretouched, and wholly realistic image of beauty for it customers. The campaign was created and produced by Standard Black, an LA and New York boutique creative agency, to show the ways that women use beauty within their lives. Photographer is Mei Tao and director is Kat Keene.


The innovative campaign has adapted new standards for post-production photo alterations and unveils the first images to feature the “CVS Beauty Mark,” a watermark that highlights imagery that has not been materially altered. “There’s been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity,” said Norman de Greve, SVP and CMO, CVS Health. “We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin.”


Standard Black launched a nation-wide search to cast real women to represent diverse beauty, and utilized Free The Bid — a 501c3 non-profit initiative advocating on behalf of women directors for equal opportunities — to identify and hire a female director for the Beauty in Real Life campaign.