When I retouch photos, the goal is just that: to "retouch". There's a huge difference between photo retouching and photo manipulation. As a photographer, my aim is to capture moments and memories. If I photoshop a photo to the extent where the subject no longer looks like their natural self, that's not capturing a moment, that's faking one.
Most of my retouching includes color/light enhancements, brightening of the eyes, and some smoothing of the skin. If a picture looks good, it's not because of photoshop - it's because the subjects just LOOK GOOD!
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