CVS had made a groundbreaking announcement – that they would no longer material alter, or retouch their beauty images. No more thinning, smoothing, erasing or unrealistic changes. It was a positive change to create greater transparency and honesty in their beauty images, and welcome news in the beauty space.
But the general public didn’t know about it.
We needed to raise awareness in a big way.
So we created a film to announce the incredible promise of “Beauty Unaltered” to a national audience, featuring an amazing cast that embodies “Unaltered Beauty”. Simple and real, it combines powerful facts with intimate scenes of the women looking at themselves in mirrors, inviting the viewer to imagine the thoughts and range of emotion these difficult facts invoke.
The spot launched during a beauty-focused episode of Good Morning America, and has continued to build awareness and inspire.