This year, CVS partnered with renowned media psychologist Dr. Pamela Rutledge to conduct an online survey through The Harris Poll among women ages 18-35. The survey aimed to uncover what transparency in beauty means for women now that the pandemic has changed how we work, attend school, and socialize.

“We’re facing an elevated crisis around self-confidence, with 78% of women ages 18 to 35 now spending time on video calls each week, and many (37%) spending at least five hours on video calls in a typical week,” said Dr. Rutledge. “In addition to the external pressures women are encountering, constantly evaluating one’s own reflection is having a significant impact on their mental health.”

Survey results of women ages 18 to 35 demonstrated the increased relevancy of the CVS Beauty Mark, while addressing the mental ramifications of not only viewing unrealistic imagery of others, but of constantly evaluating one’s own reflection during a period of heightened use of video calls and social media consumption:

• 80% of women who spend at least one hour looking at their own image daily agree that they feel inspired when they see unaltered images of models online.
• 56% say they would rather give up something they love for a week than post a photo online about which they don’t feel confident.
• 45% of women who spend time on video calls in a typical week share that they use filters to touch up or alter their appearance on these calls.
• 34% say that they are less confident in their appearance than they were a year ago (i.e., before the COVID-19 pandemic).
• 83% feel better about themselves when they do a beauty routine.
• 71% say it’s impossible not to compare themselves to others online.
• 54% say seeing an unaltered photo of others online makes them feel positively about themselves.
• 85% wish there was more transparency when it comes to sharing beauty imagery.