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Here’s a new feature making its way into digital cameras: beauty enhancements. The new Panasonic Lumix FX77 features what Panasonic calls “beauty retouch mode,” which allows the user to add makeup, ranging from foundation to eye shadow to teeth whitening according to Panasonic’s website. The FX77 also has “cosmetic mode” which allows for users to tweak their skin tones. Allowing one to look bronzed and ready for the beach.

Here’s an image from Panasonic to help give you an idea of what cosmetic mode does.

How cosmetic mode in the Panasonic FX77 works. Courtesy of Panasonic

According to Akiko Enoki, Panasonic product manager in charge of the camera’s development, there is a huge demand for such a feature. “According to data we’ve acquired, around 50 percent of our digital camera clients are not satisfied with the way their faces look in a photograph,” Enkoi said in an interview with Reuters. Hoping to change the game, Panasonic developed this feature to help tailor to a specific demographic: bloggers and social networkers.

“It’s very popular among people who use pictures in their blogs, or those taking just one commemorative photo that they need to be flawless,” said Hiromi Honma, a Bic Camera sales representative in an interview with Reuters.

(via Petapixel)