An image processing apparatus includes a skin area extraction unit that extracts a skin area from image data, a chromaticity computation unit that computes hue information and saturation information of the skin area, a hue conversion unit that converts the hue information so that the hue information is in agreement with target information, a reception unit that receives a change instruction to change the saturation information, a parameter determination unit that determines a conversion parameter based on the change instruction, and a saturation conversion unit that converts the saturation information based on the conversion parameter.