Multicultural products and services

Every day, millions of people shop in our stores, fill their prescriptions through our mail order pharmacy, or visit one of our MinuteClinics. These customers, clients and patients come from countless backgrounds and cultures, and have distinct and varied needs.

To best serve them, we offer a wide array of multicultural products online and in our CVS Pharmacy stores. We evaluate our multicultural products frequently and work hard to offer a variety of items that meet our customers’ needs.

Our most popular multicultural product lines include: Milani cosmetics, Gamesa cookies, Fabuloso household cleaners, Suavitel fabric softeners, La Costena grocery items and Ricitos de Oro baby care items.


Evolving to meet customer needs

As the nation’s demographics shift, we’re making sure our products and services evolve to meet the needs of our customers. We acquired Navarro Discount Pharmacy, a leading Miami chain with deep knowledge and experience serving the Hispanic market. We’re gaining insights about how Navarro merchandises products differently and learning about the services, products, value, and atmosphere that resonate with Hispanic customers, and we’ll be rolling out what we’ve learned to all CVS Pharmacy stores.

In addition, our retail website, CVS.com, is fully available in Spanish. We also feature multi-language signage in our retail stores and distribute prescription medication-related information in multiple languages.


Increasing access to health care

For more than a decade, our free Project Health screening events have been held in the largest multicultural communities we serve. Project Health offers free comprehensive health risk assessments, including blood pressure, Body Mass Index (BMI), glucose and total cholesterol screenings, as well as information about smoking cessation and health insurance options.

Project Health is part of our company’s effort to improve access to health care and ensure that cost is not a barrier to important preventive services.  

CVS Health launches ‘Transform Health 2030’ corporate social responsibility strategy with its 13th annual CSR report

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WOONSOCKET, R.I. — CVS Health (NYSE: CVS) today launched its 13th annual corporate social responsibility (CSR) report and unveiled Transform Health 2030, the company’s new CSR roadmap for the next decade. The report lays the groundwork for how the company will transform health in four priority areas: Healthy People, Healthy Business, Healthy Community and Healthy Planet. It outlines the ways CVS Health is simplifying the health care system, supporting the personal and professional development of colleagues, investing in community health at the local level and setting bold goals to reduce environmental impact.

“Our corporate social responsibility strategy, Transform Health 2030, reflects our commitment to bringing transformative change to health care access and delivery, while meeting and exceeding the needs of our patients, members, customers, clients, colleagues, supply chain and environment,” said Eileen Howard Boone, Senior Vice President, Corporate Social Responsibility & Philanthropy and Chief Sustainability Officer for CVS Health.

This year’s report is the first that includes data of the newly combined enterprise following CVS Health’s combination with Aetna. The Transform Health 2030 roadmap was developed based on outcomes of the company’s comprehensive materiality assessment, conducted in 2019.

Each pillar of the Transform Health 2030 strategy leverages the assets, scale and expertise of CVS Health to create impact. These pillars and associated accomplishments covered in the 2019 CSR report include:

Healthy Peopledelivering on CVS Health’s purpose of helping people on their path to better health across all its touchpoints:

  • Launched more than 50 HealthHUB® locations by the end of 2019, offering a variety of services to help improve health outcomes and transform the consumer health experience at the local level, including managing chronic conditions, supporting nutritional health and providing community wellness spaces.

  • MinuteClinic became the first retail healthcare organization to receive the Pathways to Excellence designation from the American Nurses Credentialing Center.

  • Expanded CarePass nationally, bringing simplified value to our customers while making it easier for them to care for themselves and their loved ones.

Healthy Businessfostering a business that creates value for CVS Health’s colleagues, shareholders, partners and supply chain:

  • Generated $5.6 billion in economic impact and created 35,000 jobs for minority and women-owned businesses through a best-in-class supplier diversity program.

  • Released Commitment to Responsible Marketing Practices, which demonstrates the company’s beliefs and aligns to its business strategy. The Commitment is brought to life through the CVS Beauty Mark, a watermark that signifies imagery advertising beauty and personal care products has not been digitally altered.

Healthy Communitydelivering significant social impact to support the health of communities across the U.S. and improve health outcomes in the communities CVS Health serves:

  • Helped address social determinants of health by delivering $6.4 million in free health care services to 70,000 participants through Project Health in 2019 and investing a total of $50 million in affordable housing.

  • Announced a new, three-year $10 million collaboration with the Alzheimer’s Association to provide care and support services for patients, families and caregivers while advancing research toward prevention and a cure.

  • Continued to invest in building the first tobacco-free generation, with CVS Health and the CVS Health and Aetna Foundations awarding more than $16 million in grants to organizations that provide tobacco-free programming for youth, educators and clinicians.

Healthy Planetrecognizing that the health of the environment is inextricably linked to human health, CVS Health is committed to doing its part as a health care leader:

  • Earned a place on the Dow Jones Sustainability World Index (DJSI World) for the first time and named to DJSI North America for the seventh time, recognizing CVS Health’s sustainability leadership. The company was also recognized by the global environmental non-profit CDP, earning a place on the CDP A List and recognition as a CDP Supplier Engagement Leader.

  • Removed oxybenzone and octinoxate from all store brand sunscreens in advance of laws banning these chemicals in Hawaii and Key West, Fla.

  • Removed BPS from CVS Pharmacy customer receipts to increase their recyclability, while enrolling 1.1 million customers in digital receipts in 2019 for a savings of 48 million yards of receipt paper.

CVS Health’s 2019 CSR report was developed in accordance with the Global Reporting Initiative (GRI) Sustainability Reporting Standards, a global framework widely used by organizations to report on CSR and sustainability performance, and is aligned with the Sustainable Development Goals (SDGs).

The report is available online at cvshealth.com/social-responsibility.

About CVS Health

CVS Health employees are united around a common goal of becoming the most consumer-centric health company in the world. We’re evolving based on changing consumer needs and meeting people where they are, whether that’s in the community at one of our nearly 10,000 local touchpoints, in the home, or in the palm of their hand. Our newest offerings — from HealthHUB® locations that are redefining what a pharmacy can be, to innovative programs that help manage chronic conditions — are designed to create a higher-quality, simpler and more affordable experience. Learn more about how we’re transforming health at www.cvshealth.com.

Media contact

Erin Britt
401-770-9237
erin.britt@cvshealth.com

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CVS Pharmacy Announces the Expansion of its BeautyIRL Experience to Nearly 50 Locations

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The experiential format will feature express GSQ by GLAMSQUAD beauty services through an exclusive retail partnership with Glamsquad

GSQ by GLAMSQUAD products to launch exclusively at CVS in select stores

WOONSOCKET, R.I. — CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), today announced the expansion of BeautyIRL, its highly interactive beauty department, into nearly 50 stores by the end of 2019. The store concept, which is designed to encourage the discovery of new brands and trends will launch in key markets including New York City, Los Angeles, Miami and Boston.

The expanded and redesigned beauty department features new social and indie brands, a mini must-have shop, rotational pop-ups and new beauty services, GSQ by GLAMSQUAD, offered through an exclusive retail partnership with Glamsquad. The services, which are rolling out through the end of this year, include express blowouts, dry styling/braids, single-feature or full makeup applications, and more as well as pro-level piercings in partnership with Studex. The expansion to additional markets stems from the success of four pilot locations, which launched in August of 2018.

“In today’s rapidly evolving beauty retail landscape, customers want three things: brands, experience and service,” said Maly Bernstein, Vice President, Beauty and Personal Care for CVS Health. “We are incredibly excited at how customers responded to our BeautyIRL format, which drew Millennials and Gen-Z customers at impressive rates and showed customer growth across several age groups. As one of the nation’s largest health and beauty retailers, we recognized an opportunity to deliver a more inspiring, interactive in-store shopping experience for our customers and we’re excited to expand this format into additional markets.”

Since their launch in 2014, Glamsquad has disrupted the beauty industry by using technology to deliver personalized and convenient beauty service experiences to their customers. The CVS and Glamsquad partnership is an opportunity to deliver an omni-channel service experience to existing and new customers and provide an avenue for customer application and sampling of new, trend-driven product offerings.

In addition to offering Glamsquad services within the new beauty store concepts, CVS is exclusively launching GSQ by GLAMSQUAD, a line of essential hair care, beauty tools and daily routine heroes. Born out of Glamsquad and CVS’s shared desire to democratize beauty and developed with the Millennial and Gen Z consumers in mind, the line features expertly-designed formulas and highly-covetable styles, with every product selected and perfected by a community of beauty experts.

Offering a comprehensive selection of cross-category, yet complementary products, GSQ by GLAMSQUAD revolutionizes the beauty landscape by providing CVS customers easier access to both salon-quality services, and now, salon-quality products, at an accessible price point.

“GSQ by GLAMSQUAD was created to bring the ethos of Glamsquad to a national market at an accessible price point,” said Amy Shecter, CEO for Glamsquad. “This holistic line of complementary products across multiple categories includes hair care, beauty tools and accessories. We are excited to debut this brand at CVS as we share a similar mission: democratizing beauty and helping women look and feel their best.”

To learn more about CVS Pharmacy's new beauty experience and GSQ by GLAMSQUAD, visit http://www.cvs.com/GSQbyGLAMSQUAD.

About CVS Pharmacy

CVS Pharmacy®, the retail division of CVS Health (NYSE: CVS), is America's leading retail pharmacy with over 9,900 locations. It is the first national pharmacy to end the sale of tobacco and the first pharmacy in the nation to receive the Community Pharmacy accreditation from URAC, the leading health care accreditation organization that establishes quality standards for the health care industry. CVS Pharmacy® is reinventing pharmacy to help people on their path to better health by providing the most accessible and personalized expertise, both in its stores and online at CVS.com. General information about CVS Pharmacy® and CVS Health is available at www.cvshealth.com.

About Glamsquad

Glamsquad is a next generation, omni-channel beauty brand offering premium services and products. Glamsquad brings the salon experience directly to you, delivering hair, makeup and nail services to your home, office or hotel. Connecting beauty professionals and customers through its data-driven platform, and with its branded beauty line of hair and makeup products, Glamsquad has built a company on the foundation of personalization and customization. Services are offered across Los Angeles, the greater New York City area, San Francisco Bay Area, Boston, Miami, and Washington DC, and hair and makeup products are sold nationwide. For more information, please visit http://www.glamsquad.com.

Media Contact

Stephanie Cunha
CVS Pharmacy
401.770.9354
Stephanie.Cunha@CVSHealth.com

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CVS Health Named One of Fast Company’s 2019 Most Innovative Companies

CVS Health Named One of Fast Company’s 2019 Most Innovative Companies
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Fast Company’s Most Innovative Companies logo

CVS Health has been named one of Fast Company’s most innovative companies for 2019.

The annual list, which ranked CVS Health #3 in the beauty sector, recognizes companies that are “making the most profound impact on both industry and culture.”

CVS Health was recognized for our Beauty Mark initiative, which launched in 2018 and was designed to create new industry standards for post-production alteration of beauty imagery and to encourage and promote authenticity in beauty. In early 2019, we announced the progress we had made toward our goal of having full transparency in the beauty imagery in our stores, online and for marketing efforts by the end of 2020.

Beauty Evolution: Our Ongoing Innovations

Beauty Mark is one of a number of innovations in beauty that we have made over the past year.

Our BeautyIRL concept shops, currently in four CVS Pharmacy locations, offer a more inspiring and interactive shopping experience that speaks to the evolving beauty landscape. The shop-in-shops feature an expanded and redesigned beauty department and mini beauty services through an exclusive partnership with GlamSquad, a technology-driven on-demand beauty services company and community of beauty professionals.

And on CVS Pharmacy shelves nationwide, we’ve grown our Korean beauty product offerings to become one of the largest and most expansive selections in the world, featuring ahead-of-the-curve skincare and makeup innovations.

We’re also on track to fulfill our commitment to remove parabens, phthalates and the most prevalent formaldehyde donors across nearly 600 beauty and personal care products from store brands CVS Health, Beauty 360, Essence of Beauty, and Blade product lines by the end of 2019.

Additionally, our CVS Beauty Club is offering more rewards than ever and earlier access to new items for our most loyal customers. 

National trade publication Women’s Wear Daily (WWD) also recognized our growth and innovation in the sector, giving CVS Pharmacy a Beauty Inc. award for Retailer of the Year for 2018.

The accolades from WWD and Fast Company are just two of several recent third-party acknowledgments that CVS Health has recently received, including: FORTUNE Magazine’s World’s Most Admired Companies, Forbes Most Valuable Brands; Corporate Responsibility Magazine's 100 Best Corporate Citizens; Human Rights Campaign's Top Places to Work for LGBT Equality; Points of Light's The Civic 50; Military Times Best for Vets; Newsweek's Green Ranking of America's Greenest Companies; and Diversity Inc's Top 50 Companies for Diversity.

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CVS Beauty Mark Downloadable Resources

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The CVS Beauty Mark

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Celebrating Authentic Beauty: One Year of Beauty Mark

Celebrating Authentic Beauty: One Year of Beauty Mark
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The CVS Beauty Mark

In early 2018, we launched our Beauty Mark initiative and committed to no longer materially alter our beauty imagery. One year later, on January 24, CVS and brand partner executives, along with beauty industry insiders and experts, gathered in the CVS Pharmacy in Times Square to share the progress we’d made in our efforts to lead positive change around transparency in beauty imagery.

The event included a first look at our updated beauty aisles featuring Beauty Mark compliant imagery and celebrated the national brand partners that joined us over the past year in this effort.

“As a purpose-led health care company as well as one of the largest beauty retailers in the country, we want the millions of customers that visit CVS Pharmacy locations each day to see a more authentic and diverse representation of beauty,” said Kevin Hourican, President of CVS Pharmacy. “We applaud the brand partners that truly embraced this initiative and helped us in taking significant steps forward in our effort to change an industry standard that has an impact on the health and self-esteem of our mutual customers.”

Our Progress Toward 100-Percent Transparency

Our goal with Beauty Mark is to have ALL of the beauty imagery in our stores, online and in our marketing reflect transparency - either labeled with the Beauty Mark to indicate an image has not been retouched or labeled as “digitally altered” - by the end of 2020.

Since announcing the initiative in early 2018, we’ve made significant progress toward that goal:

  • By early February 2019, nearly 70 percent of the beauty imagery in CVS Pharmacy locations nationwide will be compliant with our Beauty Mark commitment.

  • Of that, nearly 70 percent will feature the CVS Beauty Mark, indicating those images have not been materially altered. 

  • All beauty imagery, including brand partner imagery, used on www.CVS.com, and in all marketing to customers, including on social media, will now reflect the CVS Beauty Mark commitment. 

  • Our beauty influencer partners on social media will now be contractually required to only create and share imagery that has not been digitally altered and does not use social filters.

At our event in New York City, which followed an exclusive Today show segment about the initiative, we revealed our reset beauty aisles featuring digitally unaltered images labeled with the Beauty Mark of Ayesha Curry for CoverGirl, actress Kerry Washington for Neutrogena, model Ashley Graham for Revlon and other influential brand ambassadors.

These brand partners and others, including Olay, Almay, Aveeno, Rimmel, JOAH, L’Oreal, Maybelline, Unilever, Burt’s Bees and Physician’s Formula, have joined us in committing to full transparency in their beauty imagery by the end of 2020.

Curry was in attendance at the unveiling, which also included a panel discussion, moderated by journalist Katie Couric, with industry experts and influencers sharing their unique perspective on the implications of the Beauty Mark initiative.

Spreading Awareness Beyond Our Aisles

To raise awareness about Beauty Mark and the importance of authenticity in beauty imagery, we’re asking customers to submit digitally unaltered images of themselves via social media using the hashtag #beautyunaltered.

We’re also using this Beauty Mark milestone as an opportunity to share the importance of empowering girls and young women through a partnership with Girls Inc. This month at CVS Pharmacy, when you purchase select Johnson & Johnson, Procter & Gamble and L’Oreal beauty products, a $1 donation will be made to Girls Inc., up to $300,000. 

Customers can also visit cvs.com to purchase a limited edition “Sans Retouching” t-shirt featuring the Beauty Mark and created by lifestyle experts Sara and Erin Foster. All proceeds from sales will benefit Girls Inc. 

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CVS Pharmacy unveils new beauty aisles reflecting significant progress in commitment to transparency and new standards for beauty imagery

CVS Pharmacy unveils new beauty aisles reflecting significant progress in commitment to transparency and new standards for beauty imagery
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Nearly 70 percent of Beauty imagery in CVS Pharmacy locations nationwide will be CVS Beauty Mark compliantBeauty Mark compliant means that all beauty imagery either features the CVS Beauty Mark watermark, highlighting that it has not been materially altered, or the image is clearly labeled “digitally altered.”

Key national brand partners including Neutrogena, COVERGIRL, Olay and Revlon embrace unaltered beauty for new 2019 Campaigns

WOONSOCKET, R.I. — CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), today announced significant progress toward the goal of full transparency for all of its beauty imagery by the end of 2020 and its efforts to create new industry standards for post-production alterations of beauty imagery. Just one year after the Company made the commitment to create new standards for post-production alterations of beauty imagery, nearly 70 percent of beauty imagery in CVS Pharmacy locations nationwide will be CVS Beauty Mark compliant.

First announced in January 2018, the CVS Beauty Mark initiative was introduced to lead positive change around transparency in beauty in order to educate customers on the difference between authentic and digitally altered imagery.

At an event at the CVS Pharmacy in Times Square today, the Company revealed the first look at its updated beauty aisles and celebrated the leadership of the brand partners that joined in the effort over the past year to strive for transparency for beauty imagery. CVS Executives were joined by key brand partner executives at the event and by COVERGIRL Ayesha Curry, who appears digitally unaltered in a campaign image for COVERGIRL Outlast Lipstick. Additionally, Neutrogena Brand Ambassador, Kerry Washington, and Revlon Brand Ambassador, Ashley Graham, as well as other influential brand ambassadors also appear digitally unaltered in their images as part of their respective new campaigns.

"As a purpose-led health care company as well as the second largest beauty retailer in the country, we want the millions of customers that visit CVS Pharmacy locations each day to see a more authentic and diverse representation of beauty," said Kevin Hourican, president of CVS Pharmacy. "We applaud the brand partners that truly embraced this initiative and helped us in taking significant steps forward in our effort to change an industry standard that has an impact on the health and self-esteem of our mutual customers."

Brand partners throughout the beauty industry that have made the commitment to work together to reach the goal of full beauty imagery transparency by the end of 2020 include Neutrogena, COVERGIRL, Revlon, Olay, Almay, Aveeno, Rimmel, JOAH, L'Oreal, Maybelline, Unilever, Burt's Bees and Physician's Formula.

In addition to the beauty imagery in CVS Pharmacy locations, all beauty imagery, including brand partner imagery, used on www.CVS.com, and in all marketing to customers, including on social media and for external advertising and promotions, reflects the CVS Beauty Mark commitment. These channels reach more than 100 million consumers each year. In addition, CVS Pharmacy has instituted a contractual requirement for all of its beauty influencer partners to create and share only imagery that has not been digitally altered and does not use social filters.

"From TV to social media to walking retail aisles searching for a beauty product, Americans, particularly young women, are influenced by media portraying an unrealistic representation of beauty, leading to negative feelings about their own appearance," said Dr. Tochi Iroku-Malize, a practicing family physician in Bay Shore, New York, and member of the American Academy of Family Physicians Board of Directors. "Research shows that exposure to altered media is linked to poor self-image, and that dissatisfaction can lead to critical health concerns. Working to reduce altered imagery from beauty campaigns and addressing this issue at the point of purchase is a great first step to improve how young people feel about their appearance."

CVS Pharmacy is proud to support Girls Inc. in their mission to help all girls become strong, smart and bold in celebration of the CVS Beauty Mark initiative. During select weeks in February, with the purchase of select Johnson & Johnson, Procter & Gamble and L'Oreal beauty products, a $1 donation will be made to Girls Inc., up to $300,000 collectively for the entire promotion period. Learn complete promotion details, including offer periods and participating products at www.cvs.com/beautymark.

"The mission of Girls Inc. is to inspire all girls to be strong, smart and bold. Foundational to this work is ensuring girls have the skills and knowledge to critically analyze the messages and images they receive daily and reinforcing the importance of valuing their whole selves. The commitment CVS Pharmacy has made through the Beauty Mark initiative aligns perfectly to our mission and sends a powerfully positive message to girls that beauty comes in all forms and is a reflection of every part of who they are and what makes them unique," said Judy Vredenburgh, Girls Inc., president and CEO.

CVS Pharmacy also partnered with lifestyle experts Sara and Erin Foster to create a limited-edition t-shirt that celebrates unaltered imagery and the CVS Beauty Mark. The Sara & Erin x CVS "Sans Retouching" t-shirt will be available for purchase on www.cvs.com/beautymark beginning January 24, 2019 with 100% of the proceeds also supporting Girls Inc.

To raise awareness about the CVS Beauty Mark and the importance of a more authentic and transparent beauty imagery standard, CVS Pharmacy is encouraging consumers to post an unfiltered and unaltered picture of themselves on their social media channels with the hashtag #beautyunaltered.

CVS Health has previously made significant changes in its retail stores with the health of its customers in mind, such as ending the sale of tobacco products, delivering healthier food options throughout CVS Pharmacy stores and committing to remove parabens, phthalates and the most prevalent formaldehyde donors from our store brand beauty and personal care items by the end of this year.

To learn more about CVS Pharmacy's beauty imagery initiative, visit www.cvshealth.com/beautymark.

About CVS Pharmacy

CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), is America's leading retail pharmacy with over 9,800 locations. It is the first national pharmacy to end the sale of tobacco and the first pharmacy in the nation to receive the Community Pharmacy accreditation from URAC, the leading health care accreditation organization that establishes quality standards for the health care industry. CVS Pharmacy is reinventing pharmacy to help people on their path to better health by providing the most accessible and personalized expertise, both in its stores and online at CVS.com. General information about CVS Pharmacy is available at http://www.cvshealth.com.

Media contact

Erin Pensa
CVS Pharmacy
401-770-4786
erin.pensa@cvshealth.com

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CVS Pharmacy Makes Commitment to Create New Standards for Post-Production Alterations of Beauty Imagery

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"CVS Beauty Mark" to be Introduced to Highlight and Celebrate Unaltered Imagery

Company to Require Transparency when Implementing Material Post-Production Alterations Related to a Person's Physical Appearance

WOONSOCKET, R.I., Jan. 15, 2018 /PRNewswire/ -- CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), today announced a commitment to create new standards for post-production alterations of beauty imagery it creates for stores, websites, social media and any marketing materials. As part of this initiative, transparency for beauty imagery that has been materially altered will be required by the end of 2020.

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. CVS Pharmacy will be working together with key brand partners and industry experts to develop specific guidelines in an effort to ensure consistency and transparency.

"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," said Helena Foulkes, President of CVS Pharmacy and Executive Vice President, CVS Health. "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."

This new initiative is being introduced in an effort to lead positive change around transparency in beauty as well as to allow customers to differentiate between authentic and materially altered imagery. The CVS Beauty Mark will start to appear on CVS Pharmacy-produced beauty imagery in 2018 with the goal of all images in the beauty sections of CVS Pharmacy stores reflecting transparency by the end of 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 added. "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."

"Girls Inc. applauds CVS Pharmacy's leadership commitment to showcase and celebrate beauty in all of its forms. As the national nonprofit dedicated to inspiring all girls to be strong, smart, and bold, Girls Inc. is honored to be a partner in CVS Pharmacy's movement to counter limiting stereotypes too often faced by girls and women. Allowing diversity and natural beauty to shine will have an immensely positive impact on girls and women everywhere." said Judy Vredenburgh, Girls Inc. President & CEO.

CVS Health has previously made significant changes in its retail stores with the health of its customers in mind, such as ending the sale of tobacco products, delivering healthier food options throughout CVS Pharmacy stores and committing to remove certain chemicals of concern from all store brand beauty and personal care items by 2019.

To learn more about CVS Pharmacy's new beauty imagery initiative, visit www.cvshealth.com/BeautyMark.

About CVS Pharmacy

CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), is America's leading retail pharmacy with over 9,700 locations. It is the first national pharmacy to end the sale of tobacco and the first pharmacy in the nation to receive the Community Pharmacy accreditation from URAC, the leading health care accreditation organization that establishes quality standards for the health care industry. CVS Pharmacy is reinventing pharmacy to help people on their path to better health by providing the most accessible and personalized expertise, both in its stores and online at CVS.com. General information about CVS Pharmacy and CVS Health is available at www.cvshealth.com.

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Media Contact:

Erin Pensa
CVS Pharmacy
401.770.4786
erin.pensa@cvshealth.com

SOURCE CVS Pharmacy

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CVS Pharmacy Launches First Campaign Featuring Unaltered Beauty Imagery

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"Beauty In Real Life" advertising campaign demonstrates retailer's commitment to authenticity; unveils first images featuring the "CVS Beauty Mark"

WOONSOCKET, R.I., April 19, 2018 /PRNewswire/ -- CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), announced the launch of "Beauty in Real Life," the first advertising campaign to demonstrate the retailer's commitment, announced in January, to creating new standards for beauty imagery in order to highlight an authentic and more realistic image of beauty for its customers.

Beauty in Real Life is the first campaign to adapt new standards for post-production photo alterations and will unveil the first images to feature the "CVS Beauty Mark," a watermark designed to highlight imagery that has not been materially altered. CVS Pharmacy has worked closely with key beauty brand partners to create the final guidelines to define "materially altered" for beauty imagery as part of this initiative.

The Beauty in Real Life campaign highlights real women representing broad diversity and showing beauty on their own terms within "real-life" beauty moments. Told through the lens of photographer Mei Tao and director Kat Keene, 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. The campaign is the first of its kind for a beauty retailer and will span digital, print, social media, out-of-home and television, from April through June.

"There's been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity, and that's what Beauty in Real Life is all about," said Norman de Greve, Senior Vice President and Chief Marketing Officer, CVS Health. "We wanted to introduce a campaign that uses beauty to make women feel good about themselves by empowering them to feel comfortable and confident in their own skin."

The campaign was produced by Standard Black, a boutique, full-service creative agency based in New York and Los Angeles. Standard Black partnered with CVS Pharmacy and launched a nation-wide search to cast real women to represent diverse beauty. Standard Black utilized Free The Bid to identify and hire a female director for the Beauty in Real Life campaign. Free The Bid is a 501c3 non-profit initiative advocating on behalf of women directors for equal opportunities to bid on commercial jobs in the advertising industry.

To learn more about CVS Pharmacy's new beauty imagery initiative, visit www.cvshealth.com/BeautyMark. To view the Beauty In Real Life Campaign, visit www.cvshealth.com/BeautyInRealLife.

About CVS Pharmacy

CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), is America's leading retail pharmacy with over 9,700 locations. It is the first national pharmacy to end the sale of tobacco and the first pharmacy in the nation to receive the Community Pharmacy accreditation from URAC, the leading health care accreditation organization that establishes quality standards for the health care industry. CVS Pharmacy is reinventing pharmacy to help people on their path to better health by providing the most accessible and personalized expertise, both in its stores and online at CVS.com. General information about CVS Pharmacy and CVS Health is available at www.cvshealth.com.

Media Contact

Erin Pensa
CVS Pharmacy
401-770-4786
Erin.Pensa@CVSHealth.com

SOURCE CVS Pharmacy

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Retail innovation redefines our customer experience

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Discover the new CVS Pharmacy format, slated for 800 stores.
Our April 2017 event launched our reimagined store format and new products, all designed in the name of better health.
New beauty offerings connect looking good with feeling good.
CVS Pharmacy’s beauty selection innovations emphasize beauty with a purpose, offering products that connect looking good with feeling good.
A reimagined CVS Pharmacy checkout.
Our launch event highlighted our new merchandise in health, beauty and healthier food, and showcased our streamlined layout to highlight themes that make shopping easier.
CVS Pharmacy offers new products to help customers stay well.
CVS Pharmacy’s reimagined store format evolves our product focus from “sick care” to self-care to help customers stay well.

Our decision to stop selling tobacco was a pivotal moment for us as a company. Our customers wanted to know “What’s next?”, and this was the catalyst for us to rethink our retail experience. We started the journey in 2015 by introducing a new store format with healthier food selections and an enhanced beauty environment. As we thought about what was next, we knew we needed to leverage our expertise in health — and bring our purpose of helping people on their path to better health — to life in our retail environment.

We revealed the results of this work in New York City in April 2017 with a reimagined store design, new health services, expanded health and beauty product offerings and more “better-for-you” products throughout the store. In addition to the in-store changes, the mobile experience and ExtraCare Rewards program continue to evolve, offering more ways for customers to enhance their shopping experience and earn personalized rewards seamlessly within the CVS app.

Evolution of store design

Our new store format offers a streamlined layout to make shopping easier with 100+ feet of new merchandise in health, beauty and “better for you” categories. “Discovery zones” in key health categories take a holistic approach to care and product selections, and customers are guided by informational signage with guidance to make finding the right solution easier.

Expanded health services

As we continued to enhance our customer experience, we saw a natural link between hearing and vision health, and overall health and quality of life. Following a successful pilot with 12 stores, we're adding hearing and optical services to nearly 50 new locations.

From sick-care to self-care

Our customers aren’t just looking for products to help when they are sick, they want products to help them stay well. We are vastly expanding its offerings throughout health with a broader selection of vitamins, supplements and nutrition products from specialty brands like Irwin Naturals, New Chapter and Navitas Organics Superfood Mix Ins.

Beauty with purpose

We continue to enhance beauty with new “on-trend” beauty brands like Wunder2, Tigi Cosmetics and a large selection of exclusive Korean Beauty offerings as well as products that have greater skin health benefits and more natural ingredients. To help improve customer exploration and inspiration, a new “trend wall” has been added to 2,000 stores featuring new launches and niche brands.

Healthier foods

Even more “better-for-you” food options including 27 new items under the exclusive Gold Emblem Abound™ product line. Healthier choices, including Alo Exposed Waters, EPIC bison bars and That’s It. bars will make up approximately 50 percent of all food options found throughout the store.

Making “better” easier with higher standards

The catalyst for the evolution of the retail stores was CVS Pharmacy’s decision in 2014 to stop selling tobacco.

Now we are extending that commitment by:

  • Removing certain chemicals from beauty and personal care lines. By the end of 2019, all parabens, phthalates and formaldehyde donors in products within the CVS Health, Beauty 360, Essence of Beauty, Promise Organic and Blade store brand product lines will be removed.

  • Developing new standards for vitamins and supplements. CVS Pharmacy is embarking on the development of new standards for vitamins and supplements, with the goal of full implementation by 2019. The standards will require third-party testing of ingredient listings for vitamins and supplements, as well as product testing for certain ingredients of concern.

CVS Pharmacy was also the first national retail pharmacy chain to announce the removal of artificial trans fats from all exclusive store brand food products. In addition, we recently removed all sun care products with SPF lower than 15 from our shelves while expanding products with SPF 30/broad spectrum, natural beauty brands and products focused on skin health. 

CVS Pharmacy has reimagined the front store experience.
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