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In the world of beauty, it’s often difficult to distinguish between what’s real and what’s not – and with good reason. For decades, advertisers have bombarded consumers with highly Photoshopped and retouched images of dangerously thin, well-endowed women with flawless skin, pouty lips and perfectly styled hair – and then passing these images off as the norm. In fact, we’ve become so accustomed to this barrage of immaculate, unblemished images that we often believe that this standard of beauty not only exists but is common and able to be obtained. In short, the pervasiveness of these images has altered the perception of reality for both men and women. For women, however, research has shown that the repercussions often result in persistent negative body self-images that have led to an array of unhealthy beauty gimmicks and weight loss activities, including painful surgeries, harmful pills, fad diets and even eating disorders.

CVS: Turning the Tide on Beauty Standards

However, traditional attitudes around beauty – and related images – might be changing. Tired of seeing impossible standards of beauty, and empowered by a movement that increasingly emphasizes reality, consumers are making their voices heard that they would prefer to see unaltered images of women with whom they can relate.

Download the report to find out if the next generation of beauty buyers will put an end to the use of unaltered images for beauty brand advertising.