Very positive reports are surfacing about this new product from Nik Software. Using their U Point technology Viveza places a control point anywhere on an image and allows you to selectively control Brightness, Saturation, Contrast etc just in that selected area without the need for you to do your own complicated masking.
The Nik web site features a number of video tutorials. The product itself is available on a 15 day trial. Price is $249
link: Viveza
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