Changing nothing can change everything

IN STORES

Over 8,000 CVS stores updated all beauty images with either the Beauty Mark or a “Digitally Altered” label and got big-name brand partners on board with the change.

ON SOCIAL

We put out a call for #BeautyUnaltered selfies and our feed was flooded with thousands of responses from our followers and some familiar faces.

IN REAL LIFE

We projected users’ unaltered selfies in the middle of Times Square and live-streamed the billboards so our “models” could see themselves wherever they were.