Kantor & Kantor, LLP heartily applauds CVS Pharmacy, the retail division
of CVS Health Corporation, for its decision to “end touch ups of
its beauty images in its marketing campaigns by the end of 2020.”
On Monday January 15, 2018, CVS Pharmacy announced that that this decision
will impact their marketing materials and that they will work with “key
brand partners and industry experts” to develop specific guidelines
in an effort to ensure transparency about images used by the company.
CVS will begin using the "CVS Beauty Mark," a watermark used to highlight imagery that is
not digitally or materially altered. In essence, if a person’s “shape,
size, skin or eye color, or any other individual characteristics”
have been altered, there will be a watermark to indicate such.
We find this move by CVS to be bold and vitally important, especially given
that so many people suffer from body image distortion and body image dysmorphia,
both of which can have an influence on the development of eating disorders.
This decision is equally important because research is clear that media
can have a negative impact on self-esteem. In Joel Miller’s article, “Media and Body Image,” he shares alarming statistics related to the media’s effect on women
and their body image:
Teen People Magazine conducted a recent survey. In it, they discovered
that over 25% of the girls surveyed felt that the media makes them feel
pressure to have a perfectly shaped body.
In another study, 69% of girls concurred that models found in magazines
had a major influence on their concept of what a perfect body shape should
- Only 5% of women in the U.S. actually fit the current body type popularly
portrayed in advertising.
We hope that every company will follow in the wise-footsteps of CVS! And
we hope that CVS’s effort will result in a significant decrease
in the number of people who look at unrealistically-airbrushed images
and end up thinking self-deprecating thoughts because they feel they don’t
If you ever need treatment to overcome body image issues or an eating disorder,
please know that you deserve treatment! If you are ever denied insurance
benefits for treatment, please call Kantor & Kantor for a free consultation
at (877) 783-8686 or fill out our online contact form