A massive change is about to be implemented to beauty product advertising in the US.

Leading pharmacy and health giant CVS has announced that they are banning photoshopped images promoting beauty products and makeup from their stores. Brands that are sold in CVS stores are also being urged to follow suit or else risk a photoshop alert being placed on their images. CVS is the largest pharmacy chain in the US, selling beauty products from Maybelline, Revlon, L'Oreal and other major brands. The company's president Helena Foulkes said that the change will encourage brands not to promote "unrealistic beauty standards." She said:

“The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. "To try to hold ourselves up to be like those women is impossible because even those women don’t look like how they appear in those photographs."

https://www.instagram.com/p/Bc78hPcljob/?taken-by=revlon The ban includes photo manipulation and the altering of images advertising beauty products and makeup. It covers in-store ads, promotional displays, online advertising, social media, and any marketing campaigns. CVS is giving other brands until 2020 to present un-retouched images, or else they will place an alert reading 'digitally modified' on the brand's ad. The company said they are making the change “... in an effort to lead positive change around transparency in beauty, as well as to allow customers to differentiate between authentic and materially altered imagery." 80 percent of CVS's customers are women.