(CNN) – CVS is no longer photo-shopping its ads for beauty products.
The drugstore chain says the move is a part of its 'beauty mark' campaign to use photos free of airbrushing and digital enhancements.
CVS says 70 percent of the beauty images in stores will be 'beauty mark' compliant, meaning either they have not been re-touched or they are labeled as altered.
CVS is promising not to digitally alter or change a person's shape, size, proportion, skin or eye color or enhance or alter lines, wrinkles or other individual characteristics.
The company says it has a goal to have all beauty imagery in stores, online and in marketing to be Photoshop free, or labeled as enhanced, by 2020.
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