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Book Cover
Author Robson, Karen, author

Title The CVS Beauty in Real Life campaign / Karen Robson
Published London : SAGE Publications: SAGE Business Cases Originals, 2019


Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary CVS Health, one of the leading drug stores in the U.S. pharmacy industry, had recently announced their "Beauty in Real Life" campaign, which declares that the company would no longer use airbrushing in their beauty product marketing images. Images that had not been digitally enhanced would bear the CVS Health "beauty mark" label, signaling their untouched nature. By 2020, the company plans to have all marketing images of beauty products sold in their store--including those by other brands--labeled in such a way as to signal whether they were digitally altered or not. This move, inspired by the company mission to promote health, set CVS Health apart from other competitors in the industry. In this case, students are asked to evaluate whether the use of airbrushing on beauty product marketing images constitutes deceptive advertising, as well as to evaluate the "Beauty in Real Life" campaign itself
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject CVS/pharmacy (Firm) -- Case studies
SUBJECT CVS/pharmacy (Firm) fast (OCoLC)fst00741261
Subject Advertising campaigns -- Planning -- Case studies
Advertising media planning -- Case studies
Marketing -- Planning -- Case studies
Drugstores -- United States -- Case studies
Advertising campaigns -- Planning.
Advertising media planning.
Marketing -- Planning.
United States.
Genre/Form Case studies.
Form Electronic book
ISBN 9781526469281