Beauty Retouching in New York

What beauty retouching covers

Beauty images are usually shot close and used large, so every detail shows. Work on a beauty job can include:

• Skin: evening out tone and removing temporary marks, while keeping pores and texture.
• Makeup: cleaning the edges of lipstick, liner and brows.
• Hair: flyaways, gaps and stray strands across the face.
• Eyes and teeth: cleaning and brightening, with restraint.
• Color: keeping skin tones accurate and product shades true.

Skin that still looks like skin

Skin work that seems fine on a phone can fall apart on a poster. The way to keep it believable is to work at full size and then check the image at the size it will actually be seen. Natural skin retouching explains what usually stays, what usually goes and how to tell when it has gone too far.

Beauty advertising has extra rules

In cosmetics advertising, retouching can't exaggerate what the product does. UK regulators have ruled against a mascara ad over retouched lashes, and some countries require a label on retouched images. Retouched image label rules summarizes what we found.

If an image makes a claim about a product, tell us in the brief, so the retouching can stay within it. How a beauty campaign gets retouched shows where that decision fits in the process.