CVS Beauty
Intended to inspire what’s possible, not prescribe what beauty should be. Rooted in health, expressed through play, the system holds to clear foundations while leaving room for experimentation. Beauty at CVS lives at the intersection of care and confidence, serious in purpose, joyful in expression.
CVS Beauty Mark
How we changed the beauty industry by holding its marketing to a more honest standard.
Beauty standards are impossible. Women have long been asked to measure themselves against images designed to be unattainable. CVS introduced the Beauty Mark as a simple but visible commitment to transparency, identifying imagery that had not been digitally altered, reshaped, or perfected. By doing so, we made honesty explicit, bringing clarity to the images surrounding our customers and the feeds they scroll every day.
