>> CVS Health, which operates more than 9,600 pharmacies and stores in the US, is going au naturel. The company on Monday announced it would stop using digitally altered photographs to market its beauty products. Going from this, to this. CVS pledging to not, quote, materially alter the imagery, including models' shapes, sizes, lines, wrinkles, or other characteristics.
>> We thought it was really an important moment to listen to our customers. To see the conversations they're having and the opportunity we have as a beauty leader, we're one of the largest beauty retailers in the country, to listen to those voices of our consumers and do something.
Which really could be a force for change in positive good in their healthcare.>> Monday's announcement is one part of a new initiative. In addition to not materially altering its own product imagery, CVS is introducing what it calls the beauty mark, an indicator that an image has not been digitally manipulated.
And it says it's working with beauty product partners to create labels informing customers if images have been changed. The company said it hopes the transparency campaign will be fully implemented by the end of 2020.