• All images used online — on apps, on social media, or for marketing — will not be altered, according to a statement from the company.
  • Non-Photoshopped images will be labeled with a new "CVS Beauty Mark."

CVS wants to empower women. On Tuesday, the pharmacy chain joined body-positive brands such as Aerie by announcing that it would not "materially alter" any of the images used to market its CVS Pharmacy-produced beauty products online and in stores.

The company is cashing in on a trend of promoting natural beauty and self-acceptance in ad campaigns to appeal to female shoppers.

"In the last year we have heard this growing chorus of women wanting to have a conversation about body imagery,"

"We all want to be reflected in a true fashion; we want to see photos that seem real and authentic," she said.

To do so, CVS will not alter the shape, size, or proportion of the model's face, remove lines, or enhance it in any way.

CVS will also be creating a label, known as the "CVS Beauty Mark," that flags the images that have not been Photoshopped to consumers. It will also be working with other brands to ensure that they do the same, with the goal of having stores be completely transparent by 2020.