The idea behind the CVS Beauty Mark has three essential elements:

1. A commitment by CVS to not materially alter its beauty imagery or marketing materials, and to mark unaltered images with the newly launched CVS Beauty Mark. That means no material changes to a person's shape, size, proportion, skin or eye color, wrinkles or other individual characteristics.

2. The creation and launch of a consistent watermark to promote the initiative and a universal understanding of what’s real/what’s not across CVS's beauty aisles. CPG brand partners who submit unaltered imagery will also get the CVS Beauty Mark.

3. A mandate that by 2020, all creative submitted by CPG partner brands not meeting the CVS Beauty Mark guidelines must be marked as “digitally altered,” without exception. This transparency ensures all women shopping at CVS will know when the images they see are real, accessible and authentic—and when they are not.

We knew that an announcement like this from one of the largest retailers in the U.S. would be best served by an organic earned media strategy. And we knew the cultural climate was such that if we simply got the ball rolling, the world would pay attention. And they did.

(CVS had proven this before through ending the sale of tobacco products in their stores and announcing the removal of certain chemicals from all food and beauty products.)

With that in mind, on January 15, 2018, the president of CVS Pharmacy gave only eight key interviews about the Beauty Mark and its purpose. Within just four days, the story had been picked up by more than 2000 outlets, generated more than 2.5 billion impressions and garnered a unanimously positive response.

While the January announcement of the CVS Beauty Mark was just the first phase of launch, initial results have already been outstanding:

• More than 2,000 stories nationwide in four days

• 2.2 billion impressions, including 728 million on social media

• 20% climb in purchase intent, brand-buzz and brand-health metrics

• 40% increase in average reputation score

The announcement was followed by a high-profile panel surrounding New York Fashion Week, helmed by MSNBC’s Joy Reid and featuring supermodel Ashley Graham, activist Noor Tagouri, makeup artist Daniel Martin and CVS Health CMO Norman de Greve. Teen Vogue, Fashionista, StyleBistro and more covered the private event.

Since then, CVS has been working with partners and industry experts to develop firm Beauty Mark guidelines, ensuring consistency and transparency as the movement expands to more brands and retailers. To that end, CVS has already invited competitors to join the endeavor. Whether they accept the challenge in the short term or not, there is no doubt that the industry will be irreversibly changed.

By setting an example that no one can ignore, CVS set one of the most influential marketing touch points in women’s lives on a permanent path for the better.