Has Beauty and Fashion Retouching Gone too Far?
We have to recognise that we are part of an industry that creates unrealistic body image for young minds both female and male. Although lying about beauty in an abstract form is okay, I feel lying about the properties of a specific beauty product is not.
Can you really afford to say no to the client? We can only really make suggestions and air our opinions. After all they are paying the bills and remember we are not the conceptual instigators but more the creative facilitators and our influence is moderate.
Is our industry influencing the consumers or are they influencing us? morally society regards retouching in a negative light yet on a subconscious level it responds positively towards it. Retouching does after all translate into higher sales figures.
As a retoucher I aim to de-emphasise and not to delete. I like to take the retouching up to the point where it starts to look retouched and then pull back a little. This keeps me on the side of a more natural looking image.
So should there be a retouching ethics society that we all have to adhere to in order to control the overall level of beauty retouching? If so, by who’s standards and how would it be policed?