CVS Pharmacy has just launched its unretouched ad campaign, Beauty in Real Life, and here's the kicker: it's to be the first of many. CVS has long been winning the drugstore beauty game and now it has taken things to the next level. You see, the Beauty in Real Life campaign also marks the launch of the CVS Beauty Mark, a watermark designed to help designate unretouched photos.

CVS will be working with its partners to ensure that any non-CVS images are also visibly labeled to reflect whether or not they've been materially altered. With steps forward like this, CVS is aiming for complete transparency with all beauty images by 2020.

"The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established," said CVS Pharmacy President and CVS Health Executive Vice President Helena Foulkes in a press release. "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."

Here's hoping more companies will follow suit in the effort to shine a light on unrealistic beauty standards.