CVS Pharmacy has launched the "Beauty In Real Life" campaign -- the retailer's first unaltered images.

The campaign demonstrates a commitment to authenticity, the retailer says, and its goal to create new standards for beauty imagery, in an effort to highlight authentic and more realistic images.

The campaign's images are the first to feature the "CVS Beauty Mark," a watermark designed to highlight imagery that has not been materially altered.

CVS is committed to enforcing its new standards for post-production photo alterations, which the retailer announced in January. 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.

Norman de Greve, senior vice president and chief marketing officer, CVS Health, comments, "There's been a shift in what consumers want to see when it comes to beauty. They are asking for more transparency and authenticity...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."

"Real Life" Beauty Moments

The Beauty in Real Life campaign highlights real women representing broad diversity and showing beauty on their own terms within "real-life" beauty moments.

The campaign was shot by photographer Mei Tao and director Kat Keene. It 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 will span digital, print, social media, out-of-home and television, from April through June.

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 nationwide 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 non-profit initiative advocating on behalf of women directors for equal opportunities to bid on commercial jobs in the advertising industry.