If you wear makeup, remember that colors will look more intense in photos, especially on black-and-white film.

Last year the Olay cosmetics firm was criticised by the advertising watchdog for retouching a photograph of Twiggy, removing wrinkles around her eyes in an AD for an under-eye cream.

If you still don't believe it's necessary - Vadim Andreev, makeup artist from Russia, has an amazing portfolio of before and after makeup photos you should definitely see!