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As the conversation about the treatment of women, kick-started by the #metoo movement, continues to grow CVS has gone after the age-old practice of airbrushing models until they look, well, perfect, unlike any woman anywhere.

CVS, the nation’s largest drugstore chain, announced that it will stop “materially” retouching models in ads for its store-brand beauty products by 2020.

“The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established,” Helena Foulkes, president of CVS Pharmacy, said in a statement.

But what actually constitutes retouching? CVS defines it  as changing “a person’s shape, size, proportion, skin or eye color, wrinkles or any other individual characteristics.”

And see that heart within a broken circle stamped on the above image? The company has created what it is calling a “beauty mark.’ By 2020 CVS plans to use that to alert it’s customers that the image has not been fundamentally alerted.

Truth in advertising? What’s next?