CVS Joins Retailers Phasing Out Demonized (But Effective) Preservatives
This article was originally published in The Rose Sheet
CVS pledges to stop shipping store-brand products that contain parabens and selected formaldehyde donors by the end of 2019, in an initiative that – for now – does not affect vendors. That could change, however, as CVS’ chemicals safety program is structured similarly to those in place at Target and Walmart, which are pursuing store-wide phase-outs of ingredients of concern.
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Beauty ads have come under fire in recent years for post-production alterations that exaggerate product effects, potentially misleading consumers, but CVS Pharmacy is concerned about the unrealistic standard promoted by such images and its impact on consumer health. The retailer's answer is a new Beauty Mark for "authentic" images, along with 2020 store-wide transparency targets.
Leading personal-care firms are hopeful that early-stage innovators won’t be the only winners in a competition launching within weeks to identify promising new preservative technologies. Entrants can walk away with a prize of $25,000 or more, but the real draw is the opportunity to partner with a corporate sponsor.