PTC’s “4 Every Girl” Campaign Applauds CVS’ Decision to Discontinue Altering Beauty Images in its Marketing

The Parents Television Council’s “4 Every Girl” Campaign welcomes CVS’ announcement that the company will not alter beauty images in its marketing materials. From The Wall Street Journal: “Starting in April, CVS Health Corp. said it will stop ‘materially’ altering the beauty imagery in its marketing materials that appear in its stores and on its websites and social media channels. … The change applies to the marketing materials that CVS creates itself, but the drugstore chain is also asking brand partners—including Revlon, L’Oréal and Johnson & Johnson—to join the effort.” “There are not enough words adequately to express our gratitude and our praise to CVS for taking this tremendous step. Not only will their profound and positive corporate commitment directly benefit the emotional health and wellbeing of young girls; its position of leadership on this issue will also create a long-term positive impact on the company’s financial success. We call on the entire beauty product industry, as well as Madison Avenue, to follow CVS’ exemplary leadership by creating a positive and lasting change,” said PTC President Tim Winter. “The PTC created its ‘4 Every Girl’ Campaign to help combat the harm from unhealthy images that young girls see on TV, in movies, magazines, or in advertisements. Some of the harm stems directly from Photoshopped images consistently used in the beauty industry, and which CVS now confronts. A few years ago, we supported the Truth in Advertising Act, sponsored by Congresswoman Ileana Ros-Lehtinen, that called for the disclosure of Photoshopped advertisements. Any move to challenge the ‘perfect body myth’ perpetrated by the beauty industry and others is a welcome one, and CVS has taken a momentous step forward.”