02587nam a22004931i 4500 000707332 CaToSAGE 20240202172917.0 20190104174335.4 m|||||o||d|||||||| cr ||||||||||| 190104s2019 enka fob 000 0|eng|d NEZPRACOVANÝ IMPORT 9781526469281 (ebook) : No price (OCoLC)1089143350 CaToSAGE eng CaToSAGE rda pn UtOrBLW n us HF5837 .R63 2019 659.113 Robson, Karen, author. The CVS Beauty in Real Life campaign / Karen Robson. London : SAGE Publications: SAGE Business Cases Originals, 2019. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Includes bibliographical references and index. 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. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas CVS/pharmacy (Firm) Case studies. Advertising campaigns Planning Case studies. Advertising media planning Case studies. Marketing Planning Case studies. Drugstores United States Case studies. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/the-cvs-beauty-in-real-life-campaign Plný text SBC EB NEPOSILAT EB