CVS Will Establish 'Beauty Mark' for Images That Haven't Been Photoshopped

CVS has announced a new initiative to move away from Photoshopped ads in stores by 2020, or at least to tell you when you’re looking at an image no one has messed with.

In a press release, the company stated that they’re committed to ending “post-production alterations of beauty imagery.” Materials that haven’t been altered will be given the “CVS Beauty Mark,” sort of like the Fair Trade sticker but certifying human faces? That means no marketing materials manipulated in post to make people look younger, thinner, give them different skin, eyes, teeth—whatever monstrosities someone with a dab hand at the cloning tool can come up with.

Helena Foulkes, President of CVS Pharmacy and Executive Vice President of CVS Health, shared a statement about how as a “woman, mother and president of a retail business whose customers predominantly are women” she feels a responsibility to promote images that don’t make everyone feel like crap about themselves:

“The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established. As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health.”

It seems as though these changes apply to CVS brand products only. It would be truly radical if they started slapping “ALTERED” stickers on every item in the beauty aisle, but also probably bad for business.