CVS Beauty Mark
BEAUTY CARE

CVS Pharmacy commitment looks to make a ‘mark’ on beauty images

BY David Salazar

CVS Pharmacy is making a new commitment to transparency in beauty imagery. The Woonsocket, R.I.-based retail division of CVS Health will be creating standards for post-production alterations to imagery for beauty in its stores and marketing materials, as well as on social media and its websites.

The company also is introducing the CVS Beauty Mark, which will be used to distinguish images that haven’t been materially altered, which it defines as changing or enhancing a person’s shape, size, proportion, skin or eye color, wrinkles or other individual characteristics.The initiative also will see the retailer requiring transparency on any images that have been materially altered by 2020.

“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,” CVS Health vice president and CVS Pharmacy president Helena Foulkes said. “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 CVS Beauty Mark will start appearing this year on CVS Pharmacy-produced beauty imagery, and the retailer said its goal is to have transparency on all images in its beauty aisles by 2020.

“We’ve reached out to many of our beauty brand partners, many of whom are already thinking about this important issue, to work together to ensure that the beauty aisle is a place that represents and celebrates the authenticity and diversity of the communities we serve,” Foulkes said. “We’ve been inspired by their willingness to partner with us to redefine industry standards around this important issue for the well-being of all of our customers.”

 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
BEAUTY CARE

Schick Intuition brings f.a.b. razor to market

BY Gisselle Gaitan

A new addition to the Schick Intuition family has hit retail shelves nationwide. The product is called f.a.b., which stands for forwards and backward. Each razor is designed to do exactly what the name suggests and shaves in both directions, according to the company.

Users are able to shave forward and back without having to lift the razor from the skin. Created with bidirectional blades, the top ones allow users to shave up, while the bottom blades shave downwards. Also featured within the product is Advanced Moisture Gel, which provides glide that allows the razor to move smoothly along the skin.

The product is available for purchase at mass, drug and grocery stores nationwide for the suggested retail price of $13.99, and will contain one razor and two refill cartridges. Intuition f.a.b. refill cartridges fill both Intuition f.a.b. handles and most Venus handles.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
BEAUTY CARE

L’Oréal, La Roche-Posay unveil wearable electronic UV sensor

BY Gisselle Gaitan

L’Oréal has unveiled a new a battery-free wearable electronic UV sensor, and a limited-edition version of its My UV Patch — designed to provide users with crucial information about individual ultraviolet exposure levels. Both products will be available from the beauty company’s La Roche-Posay line.

UV Sense is a wearable that is two millimeters thick and nine meters in diameter and designed to be worn for two weeks on the thumbnail. The sensor can be reapplied to the nail with additional adhesives that come in the packaging. By wearing the product on the thumbnail, an area that receives optimal sunlight, users can increase wear time to several days with the My UV Patch or several weeks with UV Sense.

“L’Oréal research shows that overexposure to UV rays is a top health and beauty concern of consumers worldwide,” Guive Balooch, global vice president of L’Oréal’s Technology Incubator, said. “With this knowledge, we set out to create something that blends problem-solving technology with human-centered design to reach even more consumers who require additional information about their UV exposure. Whenever we develop a new technology, our goal is to make an enormous global impact by enhancing consumers’ lives.”

Both UV Sense and My UV Patch draw from research the New York City-based company conducted in conjunction with MC10, a leading wearable technology brand, and professor John Rogers at Northwestern University. The UV Sense will have an accompanying mobile app available on both iOS and Android, which translates and transfers data from the sensor using Near Field Communication, or NFC, enabled technology.

“Beauty trends show that adoption of wearable nail art accessories is on the rise, with a more than 65% increase in nail art trends over the last five years. Our innovation taps into this growing trend, while illustrating our deep commitment to sun safe behavior and protection,” Balooch said.

The UV Sense will be available for a limited time during the summer 2018 season, a global launch is set to follow in 2019.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?