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Lincoln's Helena Foulkes '82 Spearheads CVS Ban on Photoshopped Beauty Ads

Alumna Helena Buonanno Foulkes '82, the president of CVS Pharmacy and executive vice president of CVS Health, is at the helm of a groundbreaking decision to no longer use digitally altered images in their in-store or print advertising. 

CVS pledges to not digitally alter or change a person's "shape, size, proportion, skin, or eye color, or enhance or alter lines, wrinkles, or other individual characteristics." CVS is one of the largest sellers of beauty products in the country, and has nearly 9,700 locations across the U.S.

Foulkes recently appeared on CBS This Morning to share more of the reasoning behind this female-forward decision.

"As a mother ... I look at how my girls consume media. We’re bombarded by media every day. A couple of statistics that really hit us: 80% of women feel worse about themselves after looking at beauty ads; and 42% of girls in grades 1–3 want to be thinner," said Foulkes. "For us, as a big health care company with beauty inside, we think this is a health issue."

The announcement is being hailed as a strong statement about the power of positive and authentic representation of females in the media, one that can have a lasting effect on the health of future generations of women.

"The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established," said Foulkes in a prepared statement. "As a purpose-led company, we strive to do our best to assure all of the messages we are sending to our customers reflect our purpose of helping people on their path to better health."

Further proof that Lincoln women can change the world!

Watch the full CBS This Morning interview here: https://www.cbsnews.com/videos/cvs-exec-on-beauty-ad-transparency-initiative-opioid-crisis/

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