UPHOLDING TRUST AND TRANSPARENCY WHILE RETOUCHING FOR CERAVE
THE CHALLENGE
When you need authenticity over enhancement
CeraVe, the globally trusted skincare brand, uses imagery that doesn’t mislead. They require product and model imagery that reflects real skin, real results, and clinical credibility. Our challenge was to process high volumes of campaign imagery while strictly adhering to detailed retouching guidelines that prioritize authenticity over enhancement.
Each asset required precise color accuracy for product packaging, consistent skin tone representation across models, subtle, non-destructive retouching, and strict compliance with brand and dermatological standards.
The key was balancing visual polish with realism, without over-editing or altering natural features.
THE SOLUTION
Guideline-driven retouching workflow
Taking a leaf out of the brand's retouching principles and visual standards, we established a structured post-production workflow.
Our approach focused on:
- Camera RAW colour correction for base accuracy
- Controlled, guideline-based retouching
- Skin tone matching across image sets
- Artwork and label swaps aligned with campaign requirements
Every step was designed to ensure consistency while preserving the integrity of the original photography.
EXECUTING THE PLAN
Retouching with restraint
With the scope of work defined, we set out to work. It started with getting the colour accuracy right and correcting the images right at RAW level. All images were processed through Camera RAW to establish true-to-life skin tones, accurate product and label colors, and balanced lighting and exposure
For the skin, we followed a strict “enhance, not alter” philosophy. We reduced unwanted shine, blended temporary blemishes, preserved natural texture, pores, and lines. For the facial features, we cleaned makeup smudges, brightened eye whites subtly, and maintained original shapes and proportions. What we did not alter was the skin’s texture, pores, wrinkles, or scars. Nor did we mess with the facial structure (eyes, nose, lips). When it came to the hair, flyaways were removed, and the natural volume, shape, and colour was preserved. This ensured all visuals remained truthful, inclusive, and brand-safe.
Next came being absolutely sure we correctly matched the label colours to the swatches provided by the brand. We ensured that the packaging remained visually and scientifically accurate.
THE RESULT
Authentic, consistent, and true-to-brand imagery
Our workflow enabled the delivery of high-quality, campaign-ready visuals that met both creative and clinical standards. The outcome was consistent imagery across campaigns and platforms, accurate product representation, scalable production aligned with strict guidelines, and retouched visuals that maintained real skin authenticity.
Most importantly, every image upheld the trust and transparency that defines CeraVe as a skincare brand.
OUR CLIENTS
WHO WE ARE
We are a creative production house that has, for close to 20 years, helped brands and agencies enthrall their audiences the world over, be it on a screen or a shelf-by combining our production excellence and technical expertise in print, digital and other media. What sets us apart is not just what we do, but how we do it.
Every brief we receive is treated as an opportunity to create something that makes a consumer stop, look, and connect with your brand. That philosophy has guided us to become who we are today: a full-service creative production partner trusted by some of the world’s most recognised brands and agencies.
Know more