CVS Health said Monday that it will ban photo manipulation in its store-brand makeup marketing and promotional displays, a move that acknowledges growing awareness of the harmful nature of touched-up images.
The company also announced that it will introduce the "CVS Beauty Mark," a watermark that will be used to highlight imagery that has not been materially altered. For this initiative, materially altered is defined as changing or enhancing a person's shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.
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