As a photographer, my preference is to capture a subject’s unique character, which does not necessarily mean no wrinkles or imperfections. Such things make us human, after all, and there is great power in honesty.
However, some occasions do warrant a little extra photo editing, such as weddings, graduations, and other of life’s milestones. Not everyone who might be obligated to be in pictures feels comfortable in front of the camera, and there are a lot of people who are downright self-conscious about their appearance. It is for these times and people that more refined editing may be desirable and is entirely appropriate.
Here is an example of before and after images of a dear friend (used with permission). A moderate amount of editing was done here, mainly to improve skin texture and erase wrinkles, whiten teeth, define features, etc. Clients may opt for this type of editing, with a small additional charge per image, the price of which will vary depending on the number of people in each photograph.
If you are going to opt for this type of editing, please ask the people concerned how they feel about it. There are some people, such as my friend in the photos here, who prefer to be real, while others may want only minor tweaking; Others yet will want to appear flawless.
Here are the before and after shots of a professional woman, with retouching for a profile picture. This client wanted a few pounds and years taken off her image: