The damaging role social media plays in harming the self-esteem of young adults, girls in particular, has been well-documented. A few brands, including Dove, have tried to shine a light on the issue. Now, CVS is stepping up with a new campaign meant to highlight the insecurity created for Gen Z viewers by influencers and others on social media.
The work, called “Role Model,” comes as the drugstore chain celebrates the fifth anniversary of its Beauty Mark initiative. The effort—which covers all beauty brands sold at CVS—involves putting a “CVS Beauty Mark” watermark on advertising images, such as a model’s face, that have not been altered while denoting those that have been changed. The chain reached full compliance in May of 2021.
“We started something that we thought was important—it was good for our business too—but it started a movement in the industry that was good,” CVS Chief Marketing Officer Norman de Greve said in an interview. “But you get to today and it’s just clear there’s so much more work to be done.”
from Digital Marketing Education https://ift.tt/pwVWINT
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