CVS Pharmacy unveils first unaltered beauty campaign

After previously announcing it would focus on showcasing transparency in beauty, CVS Pharmacy has launched its first campaign under this new initiative.

The Beauty in Real Life campaign will highlight a diverse group of real women showcasing their beauty on their own terms through “real-life” moments. Told through photographer Mei Tao and director Kat Keene, the campaign highlights the various ways in which women use beauty in their everyday lives, with scenarios such as a mother getting ready for the day with her daughter or group friends getting ready for a night out being highlighted.

“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,” Norman de Greve, senior vice president and chief marketing officer of CVS Health, said. “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.”

Beauty in Real Life also will be the first campaign from the Woonsocket, R.I.-based retailer to feature the “CVS Beauty Mark”, which was designed to highlight imagery that has not been altered.

To create the campaign, CVS Pharmacy partnered with Standard Black, a full-service creative agency, and launched a nationwide search to cast real women who represent a diverse range of beauty. This new initiative will span digital, print, social media, out-of-home and television ads, running from April through June.

Further information on the Beauty in Real Life campaign or CVS Pharmacy’s Beauty Mark can be found on CVS Health’s website.