Fundraiser leaves politics, creates new photo app

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A veteran political fundraiser is leaving the sometimes-dirty world of politics behind so she can get busy beautifying photos.

Louisa Imperiale, who calls herself a “recovering political junkie,” just launched a new app called Photox, a photo editing app that uses computer gurus to touch up people’s precious pics.

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The Washington, D.C., mom, a former finance director for Texas Gov. Rick Perry (R), had the idea for Photox shortly after the birth her daughter about a year ago. 

“My husband took that first photo of us in the hospital … and my bra strap was showing,” she says.

After her hubby did a quickie Photoshop job on the wardrobe malfunction, Imperiale says she thought, “This would make the perfect app.”

Imperiale has a history in politics, having raised money for the late Sen. Arlen Specter’s (D-Pa.) reelection campaign and for Florida Gov. Rick Scott’s (R) gubernatorial bid.

“It’s funny because people think it’s like a total career shift, and in some ways it is, but it feels really familiar. It requires 100 percent the same skill set,” she says. “It feels a lot like a campaign to run a startup. You got to be competitive; you got to be super passionate about what you’re doing, really believe in your idea that same way you have to believe about your candidate.”

The app, which is free to download, is currently available on the iPhone, with another version in the works for Android phones. There are 32 a la carte style services users can choose from, ranging from 99 cents for simple tasks such as teeth whitening, to $9 for more time-consuming editing, such as full-body weight loss. Professional photo editors work their magic on the snapshots and send back an edited pic in about 15 minutes or less.

When asked whether folks may feel deceived by seeing photos on social media they figure are untouched but have actually been through a glam squad, Imperiale notes she’s seeing more and more wedding pics pop up on her Facebook and Instagram feeds: “That’s because those are the photos that everybody has that are retouched. It’s just a dirty little secret that people aren’t really talking about.”

And does Imperiale believe politicians may soon be giving their photographs the Photox treatment? “I think they all would. Of course the headshots that we see have been retouched, right? So whether or not they start doing it for candidates or on the campaign trail, I don’t know. But hey, I think they’d be smart to do it.”

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