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CVS Health

Beauty Unaltered

Beginning in 2018, CVS Health made a national commitment to not materially alter any of their beauty imagery. IDW concepted and produced a new series forecasting beauty trends, built around hair and make-up looks achievable with products sold at CVS stores. In addition to creative direction and execution, IDW handled the post-production, following CVS Beauty Mark guidelines, whereby models are not thinned, smoothed or digitally altered in any way.

Health
Creative
Production
Post
85% of women wish there was more transparency in the sharing of beauty imagery.*

CVS Health is a leader in the movement to change the industry and IDW is proud to be part of the effort behind 100% transparency in beauty imagery.

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* "Changing Nothing Can Change Everything," CVS, April 25, 2023.

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