Drugstore chain CVS has announced a new commitment to create new standards for post-production alterations of the beauty imagery that it creates for stores, websites, social media and other marketing materials.

The retailer will introduce the ‘CVS Beauty Mark’, a watermark that will appear on all images that have not been materially altered, which it defines as ‘changing or enhancing a person’s size, shape, proportion, skin or eye color, wrinkles or any other individual characteristics’.  

“As a woman, mother and president of a retail business whose customers predominantly are women, I realize we have a responsibility to think about the messages we send to the customers we reach each day,” said Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.”

The company is encouraging beauty brands to participate in the movement, with the end-goal to put transparent labeling on all imagery in CVS aisles by the end of 2020. In a statement made to CNN Money, Revlon revealed that it supported CVS’ campaign “to present positive and authentic images of women that reflect their individual characteristics and personal distinction”.