Well, ya know, your comment does bring up a GOOD QUESTION: how much skin smoothing/retouching is appropriate, and on "what, exactly"??? Moles, pock marks, wrinkles, eye bags, dimples, under-chin folds, exposed belly skin, and so on...if a guy does too much retouching, it can look weird; it might even offend the client if some of their character is removed through heavy retouching...
I usually try and do very,very minimal removal, and instead go for "sublimation". Like for example...instead of totally removing under-eye bags,or wrinkles, I often take the clone tool and select a soft-edged brush of 25- to 65-pixel diameter, and work at 40% to 50% opacity at a flow of around 85%, and then just sort of "paint over" under-eye or facial wrinkles and creases, to leave them "there", so they are actually visible, but are reduced about 50%...it looks "realistic" AND at the same time it looks a LOT better!!!