You can use the History Brush in Photoshop (any version) for a dramatic effect. You can desaturate an image and retain color selectively in part of the image. It is used a lot in advertisements. It can be achieved in a few steps.
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The color of the car has been brushed back with the History Brush. The rest of the image remains desaturated.
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Similarly, the color of the lips have been retained, while the rest of the image has been desaturated. The tutorial is here.
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