We all know designers dramatically alter images, but there are few better examples of the extremes they go to than this image gallery.
We've seen plenty of examples of awful Photoshop manipulation in the past, but this store's "Perceptions of Perfection" experiment revealed some shocking truths.
Superdrug took one picture of a normal woman, taken by photographer Hugo Felix, and sent it to 18 different designers around the globe with the brief to retouch it to "fit with their culture's perceptions of beauty and an ideal female form". The results were staggering.
The original brief given to the designers did state that they could change her body and form, plus the clothing if desired, but that there was to be no nudity.
Not only does it give a striking idea of the perception of beauty around the world, it also shows why photo retouching has become a hot topic.
This is the original image as provided to the designers by Superdrug. As you can see, it looks slightly retouched already. Note that all the designers who took part were also female.
The Argentinan picture is clearly slimmer, while the artist has also added a bit more tan to the model's skin.
The Chinese interpretation is clearly very different. Far thinner, with a completely different head (that doesn't really look right, in our opinion).
Much more like the original, the Columbian version is only slightly thinner. The hair has been changed but, broadly speaking, it's faithful to the original image.
The Egyptian version obviously has darker hair while the skin has been darkened as well and the bra slightly changed. Again, the body is thinner.
The Italian version is completely different and is, basically, the original model's face on a totally different, stick-thin body. The shoes and clothing are also completely changed.
A little thinner and darker skinned with darker hair, but otherwise the Mexican version is quite similar to the original.
The Dutch effort is notable for its changed clothing - was the original's really that offensive? Perhaps the designer wanted to make it different from the other entries.
The Peruvian entry is notable for its edited facial features - we're guessing to be more Peruvian...
The Philippines model is actually strikingly similar to the original with the exception that her body has been completely airbrushed of any imperfection whatsoever.
The Romanian version is perhaps the most faithful to the original yet - we don't think this designer spent much time working on this photo. Again the model is thinner, but certainly not to the extent we've seen performed by some of the other countries.
The Serbian entry is a little odd, because the model now looks like a picture in an old-fashioned Ladybird book - there's just something about it.