The rise of the selfie craze, largely pioneered by celebrities including Kim Kardashian and Miley Cyrus, has meant women are under pressure more than ever to achieve naturally flawless-looking skin.
And a survey, commissioned by Olay, has revealed that 68 per cent of women feel negative about photos that haven't been enhanced by a filter.
They confess to feeling exposed, unconfident and unattractive before a filter is applied.
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Celebrities like Kim Kardashian pioneered the selfie trend
Asked what exactly it is about filters that enhance their selfies, 33 per cent revealed that they believe they hide wrinkles and flaws. Twenty seven per cent believe that it helps achieve a better skin tone.
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