CVS Pharmacy has announced the launch of ‘Beauty in Real Life’, the first activation of the drugstore chain’s commitment to create new standards for beauty imagery and portray greater realism in its promotional material.

The campaign is the first to adopt new standards for post-production photo alterations and the first to feature the CVS Beauty Mark.

“There’s been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that’s what Beauty in Real Life is all about,” said Norman de Greve, Senior Vice President and Chief Marketing Officer, 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.”

Produced by boutique creative agency Standard Black and shot by Mei Tao, the campaign was created by women, for women – CVS says – with the director, Kat Keene, recruited via equal opportunities initiative Free the Bid. It will run from April through June across digital, print, social, outdoors and television.