How this CVS Health executive is compelling beauty companies to use unaltered images in their ad campaigns

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.