First thing to realize is that you should usually retouch women and men differently. Most of the retouching techniques are identical, but they are applied with different strength or in a slightly different manner. For instance, the most obvious would be skin retouching, which is a huge part of any portrait editing workflow in photoshop. In most cases, for girls, you will emphasize smoothing not only tonal transitions but also invest lots of time on skin texture smoothing, preferably via the taxing process of micro dodging and burning. Now, men usually look better in hard light and with rougher skin texture. Sometimes you will even want to enhance that roughness, it all depends on what sort of effect you want to achieve. Since women look better in soft light (although not always), naturally you will want to make therm appeal softer. That leads to the contrast (for example though macro dodging and burning) and micro contrast intensity issue (it is a rather vulgar comparison but think here in terms of clarity slider), which can be easily cranked up when you work on male portraits. Even tonal transitions can be harsher in male portraits, but this is not always the case. You will also spend more time on removing imperfections and skin blemishes in female portraits. For men, you can either remove them, or reduce their visual impact, or leave them as they are. Regardless on what you decide, always pay attention to the mood and light
quality in the photo, and the purpose the photo will serve. This applies to both sexes. For instance if you are shooting a headshot for an actor, you will want to stick to the original as close as possible, where in a promotional portrait for commercial website, you will want to make your model look as good as possible, and draw the attention of the viewer to their personality and aura, rather than face features. Below video is a speed art of a portrait edit in photoshop that I did for a friend of mine, a fellow photographer John Becker. The aim of the photo was to display him as a professional with a really sunny and outgoing personality (a mixture of confidence with accessibility), which is exactly who he is in reality.. Black and white high contrast edit allowed me to redirect the attention from the face features to face expression and the eyes. I also lowered the tonal value of the background. The light was very soft, so soft you could call it dull. I had to be really careful with skin retouching and I did very little of micro dodging. At the end of the video you can see a RAW file and final image comparison, so you can easily assess how soft the light was (only ambient light was used, no modifiers or reflectors). If you would like to learn more about professional portrait editing techniques watch my full length in-depth 5.5h long tutorial. Here is a link to a quick guide video.
Private photoshop workshops via skype - http://www.ryuurui.com/photo-retouching-lessons.html
Photography workshops in Tokyo: http://www.ryuurui.com/photography-workshops.html
Hire a photographer in Tokyo: http://www.ryuurui.com/hire-a-photographer-in-tokyo.html
Photo blog: http://www.japan-in-photography.com/
For more tutorials and how to videos check out my photoshop and photography tips and tricks YouTube channel: https://www.youtube.com/channel/UCEOVGZ2rpLhR7gSPvaexxxQ