High End photo retouching is usually reserved for the professional portfolios of this world and is aimed at the leading magazines etc., which require models to look as near perfect as possible; without exaggerating too much.
The images will still have to be believable, so with the aid of advanced technology in digital photo manipulation, skilled technicians can help highlight an individuals qualities with a little creative enhancement, whilst striving to retain a natural appearance. Skin imperfections removed, reshaping of the body and or face, addition of volume to hair and general sharpness and contract adjustments, are common practice.
Photo retouching is an art form in itself. It has the capacity to change the future for individuals and companies alike. In advertising, that one small modification can often produce the winning shot, and for a product, be the difference between success and failure.