After Esther Honig sent her picture out to designers in 40 countries around the world with the note “make me beautiful”, Superdrug asked designers in 18 countries to retouch a stock image to fit with their culture’s understanding of what it means to be attractive

The brief was:

Photoshop her form. The idea is to Photoshop and retouches this woman to make her more beautiful to the residents of your country. We are looking to explore how perceptions of beauty change the world. Multiple designers are involved. You can adjust clothes, but her form must be visible. No nudity. All other changes, including those to her shape and form, are up to you.

The results were fascinating, with Spain almost retouching the model and the Netherlands going as far as to photoshop her shoes.