What does the perfect man’s body look like? It appears that depends on where you ask.

A U.K.-based online medial service called Superdrug Online Doctor  has just launched Part 2 of its "Perceptions of Perfection" campaign, focusing on the ideals of men’s beauty around the world.

Last year, they asked graphic designers to work their image editing magic on the photo of an average-looking woman, to make her “more attractive” to the people of their respective countries.

This time, the focus is on men, with the designers asked to tweak the body and face of a slightly overweight into their country’s ideal.

The hope is that the campaign will spark discussion about body image and shift the focus away from appearance and more to body confidence and health.

The revisions the designers made to the man’s body and face ranged from subtle to intense.

Australia’s submission made almost no changes to the man’s body at all; artists in several other countries simply slimmed the man down; while still others built up the man’s shoulders and chest into more powerful forms.

The U.S., Egypt and South African artists suggested the standard of male beauty was higher, carving a smaller waist on the man, and giving him a chiselled chest and defined abs.

Several of the artists also tweaked the man’s hair to make it longer and thicker. Russia was the only one to give him a hair colour change, turning him blond from brunette

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Denise Hatton, Chief Executive of YMCA England, said in a statement that the campaign shines a “much-needed” light on the body image pressures men across the globe face.

“Men suffer equally with women around low body confidence as many strive to attain a standard of ‘attractiveness’ that is both often unobtainable and, as this report shows, driven by cultural perceptions and advertising ideal,” she said in a news release.

In 2014, journalist Esther Honig conducted a similar experiment that went viral, asking photo editors to edit her face to suit their country’s beauty standards.

A few months later, a plus-size Colombian-American woman conducted a similar experiment. Marie Southard Ospina, a fashion and beauty editor for the online magazine Bustle, sent her image to 21 different photo editors, and found she was "pleasantly surprised" that so few of the editors tried to slim her down in their final images.