In an age when beauty standards have become wildly unrealistic, CVS Health—the country’s second-largest beauty retailer, with nearly 10,000 stores—is fighting back. Under CMO Norman de Greve, the company began assessing a year ago all the images in its stores, social media feeds, advertising materials, and on its website, and applying a “Beauty Unaltered” watermark to those that had not been substantially retouched—and a “digitally altered” label to those that had.
