By MAYSA RAWI
'The difference is clear, just one application can give you results so dramatic, they're almost unreal-istic': The clip, shot by Jesse Rosten, highlights the prolific use of Photoshop in editorials and campaigns
The use of the airbrush is the worst-kept secret in the fashion and beauty industry.
So to highlight the issue, one filmmaker has shot a mock commercial advertising a 'breakthrough formula to look the way you've always dreamed' - Photoshop by Adobé.
The spoof viral has receieved 564,000 hits since airing on Monday. The video, shot by Jesse Rosten, features three models in before and after shots while a voiceover lists the benefits of Photoshop as if it were a beauty product and slimming aid.
It's you, perfected: A mock commercial listing the benefits of Photoshop as a 'beauty product' has gone viral
It is accompanied by the tagline 'This commercial isn't real, neither are society's standards of beauty.' The two-minute clip also shows celebrities including Britney Spears and Keira Knightley who have been subjected to retouching for magazine covers.
The two-minute video is accompanied by the tagline 'this commercial isn't real and neither are society's standards of beauty'
The footage highlights the prolific use of the airbrush in recent years to enhance facial features, slim down models - and even change skin colour.
The comment could be making referencing to cosmetics brand L'Oreal, which has in the past come under fire for allegedly 'whitewashing' Beyonce and Freida Pinto's skin.
The voiceover in Rosten's video says: 'Use this breakthrough formula to change hair, skin colour, brighten eyes, whiten eyes - even adjust your race.'
'Say goodbye to fine lines and say hello to full lips': The video displays the power of the airbrush
The female voiceover also declares that 'You don't have to rely on a healthy body image or self-respect anymore - now that's the power of Photoshop.
'Maybe she's born with it - no I'm pretty sure it's Photoshop.'
The video comes after the Advertising Standards Authority in the UK banned two ads, starring Julia Roberts and Christy Turlington, following complaints launched by Lib-Dem MP Jo Swinson, who claimed that airbrushing creates a false impression of beauty.
The secret used in virtually every magazine: The ad makes reference to a number of celebrities
'Revolutionary': Fotoshop by Adobe, marketed hilariously as a beauty product and slimming aid
Last year, a couple launched a campaign to pass a bill that would regulate the digital retouching of models in magazines and advertisements.
The move came after a study revealed that 80 per cent of women felt images of female stars and models in the media made them feel insecure about themselves.
It also showed that 71 per cent of girls with low self-esteem felt their appearance 'doesn't measure up, including not feeling pretty enough, thin enough or stylish enough or trendy enough'.