Heatworld recently featured a selection of famous women in an advert, extolling the benefits of a 'wonder cream'. Closer inspection reveals a split screen, with the original photo on one side, and the other side edited with the 'wonder cream' - Adobe Photoshop.
It's not the first time we've seen the before and after shots of celebrities, but it does highlight how many cosmetic adverts use it. How often have you see an advert for mascara, with a tiny note at the bottom saying "Lash inserts have been used"?
Heatworld go on to argue that using make up is the same as using Photoshop on a photo: "I mean when I look at girls in makeup I'm not seeing their face, I'm seeing a lie."
I disagree.
Make up, used in the right way, enhances the face and deals with any niggles. Photoshop can be used to change the body shape, face shape and entire look of a person. And, particularly when selling cosmetics, it can give a false impression of a product.
I don't mind the odd spot or pock mark removed from an image. But changing the colour of someone's skin or eyes, or give them a size 6 waist when they're a size 12, seems to be a step too far for me.