© 2026 ABC News

\"The campaign was created by women, for women and highlights the ways that women use beauty within their lives, such as a woman riding the bus on the way to work, a mom getting ready for the day with her daughter watching, or real moments of shared beauty while friends get ready together for a night out,\" CVS said in its description of the spot directed by Keene.

\"PHOTO:
CVS
PHOTO: CVS kicked off its "Beauty in Real Life" campaign, which features a diverse cast of real women from all over the U.S. in un-retouched print and video imagery.
>

The new campaign will run from April through June, according to CVS Pharmacy.

Shoutout to @CVSHealth for its #BeautyinRealLife campaign. An important step forward for marketers across the beauty, health and personal care industries. I hope others follow your lead!

— Rachel (@Ray_Kay_Jay) April 20, 2018

By 2020, brand partners will be required to use imagery that is not materially altered or will have to include a disclaimer on the imagery that labels it \"digitally modified.\"

\"PHOTO:
CVS Pharmacy
PHOTO: CVS Pharmacy launches its "Beauty in Real Life" advertising campaign, April 19, 2018.
>

CVS Pharmacy has over 9,700 locations. The company made headlines in 2014 when it announced it would stop selling cigarettes and other tobacco products, becoming the first national pharmacy chain to do so.

The chain has also committed to removing certain \"chemicals of concern\" from all store brand beauty and personal care items.

","canonicalUrl":"https://abcnews.com/GMA/Style/cvs-reveals-beauty-ads-free-airbrushing/story?id=54609099","legacySlug":"/style/story/cvs-reveals-beauty-ads-free-airbrushing-54609099","noIndexNoFollow":false},"publishTime":"17:28","publishDate":"04-20-2018","updatedTime":"17:34","updatedDate":"04-20-2018","socialImage":{"alt":"CVS Pharmacy launches its \"Beauty in Real Life\" advertising campaign, April 19, 2018.","credit":"CVS Pharmacy","ratio":"16x9","url":"https://s.abcnews.com/images/Lifestyle/cvs-health-beauty-in-real-life-1-ht-jt-180420_hpMain_16x9_1600.jpg","width":992,"height":558},"datePublished":"4/20/2018 17:28:00 GMT","video":{"live":false,"id":54609099,"headline":"CVS reveals Photoshop-free beauty ads","mediaAssetTitle":"GMA_CVS untouched photos_180420","description":"The drug chain giant now also features a \"CVS Beauty Mark\" on unaltered images.","duration":"2:26","posterImg":{"url":"https://s.abcnews.com/images/GMA/default-img-undefined.png","width":608,"height":342},"video":{"feed":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/2018/01/180116_gma_macedo_741_update_,500,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8"},"playlist":["52354979","52374172","132180976"]},"relatedItems":[{"contentType":"story","date":"January 15, 2018","headline":"CVS vows to ban altering of beauty imagery ","section":"news","slug":"/news/story/cvs-vows-put-end-altering-beauty-imagery-stores-52354979","id":52354979,"image":{"alt":"CVS vows to ban altering of beauty imagery ","url":"https://s.abcnews.com/images/US/cvs-pharmacy-gty-jt-180115_4x3t_240.jpg","credit":"Christopher Lee/Bloomberg via Getty Images","ratio":"1x1"}},{"contentType":"video","date":"January 16, 2018","headline":"CVS takes a stand against digitally altered images","section":"news","slug":"/video/52374172","id":52374172,"image":{"alt":"CVS takes a stand against digitally altered images","url":"https://s.abcnews.com/images/GMA/180116_gma_macedo_0741_1x1_240.jpg","credit":"ABCNews.com","ratio":"1x1"}},{"contentType":"video","date":"April 19, 2026","headline":"FIFA pricing out fans?","section":"culture","slug":"/video/132180976","id":132180976,"image":{"alt":"FIFA pricing out fans?","url":"https://s.abcnews.com/images/GMA/260419_gma_presha_fifa_hpMain_1x1_240.jpg","credit":"ABCNews.com","ratio":"1x1"}}],"relatedContentSection":"news","schemaContent":{"name":"CVS reveals Photoshop-free beauty ads","description":"The drug chain giant now also features a \"CVS Beauty Mark\" on unaltered images.","duration":"2:26","uploadDate":"04-20-2018","publication":"04-20-2018","images":"https://s.abcnews.com/images/GMA/default-img-undefined.png","url":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/2018/01/180116_gma_macedo_741_update_,500,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8","contentUrl":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/2018/01/180116_gma_macedo_741_update_,500,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8","link":"https://www.goodmorningamerica.com/style/story/cvs-reveals-beauty-ads-free-airbrushing-54609099"}},"playlist":[{"id":"132054443","contentType":"story","section":"news"},{"id":"132054798","contentType":"story","section":"news"},{"id":"132033010","contentType":"story","section":"news"},{"id":"131912713","contentType":"story","section":"news"},{"id":"131830583","contentType":"story","section":"news"},{"id":"131834976","contentType":"story","section":"news"},{"id":"131554765","contentType":"story","section":"news"},{"id":"131554815","contentType":"story","section":"news"},{"id":"131543053","contentType":"story","section":"news"},{"id":"131432442","contentType":"story","section":"news"},{"id":"131121474","contentType":"story","section":"news"},{"id":"131247079","contentType":"story","section":"news"},{"id":"131228784","contentType":"story","section":"news"},{"id":"131178806","contentType":"story","section":"news"},{"id":"131142257","contentType":"story","section":"news"},{"id":"131046664","contentType":"story","section":"news"},{"id":"131048076","contentType":"story","section":"news"},{"id":"131033212","contentType":"story","section":"news"},{"id":"130999943","contentType":"story","section":"news"},{"id":"130971027","contentType":"story","section":"news"}],"kvps":{"pgtyp":"article","lang":"en","sp":"goodmorningamerica","programmatic":"true","bundleId":"com.abcnews"}},"analytics":{"accountID":"wdgnewwdgnewgmaweb","ns":"gma","pageName":"gma:style:video","pageType":"video","globalSpecVersion":"v1.08","siteDifferentiator":"gma:site","tagID":"g_page01","userABCookie":"0","section":"style","title":"CVS reveals Photoshop-free beauty ads","pubTime":"13:28","pubDate":"04-20-2018","modTime":"13:34","modDate":"04-20-2018","taxonomyTags":"none","id":54609099,"editorialOtherSubjects":"","wordCount":"none","columns":"none","authors":"","authorsUnit":"none","authorsBureau":"none","subBrand":"Good Morning America","provider":"Good Morning America","videoName":"CVS reveals Photoshop-free beauty ads","mediaAssetTitle":"GMA_CVS untouched photos_180420","videoId":54609099,"mediaOnPage":"video","legacySlug":"/style/story/cvs-reveals-beauty-ads-free-airbrushing-54609099"},"taboola":{}},"request":{"headers":{},"httpVersion":"1.1","method":"GET","url":"/video/54609099","vary":{"host":"www.goodmorningamerica.com","cached":true,"path":"/video/54609099","forwarded-proto":"https","device":"desktop","userab":"0"}},"viewport":{"width":1260,"height":0},"user":{}};