We do a free 2 week family portraiture session each year for our church and anybody that wants to come in that time. I have grown accustomed to running the photos through a series of NIK filters (glamour, skin softener, etc), and they all appreciate how the images come out. They look a bit younger and fresher, and love the photos. This is something I typically do (in varying degrees) on ALL professional portraiture I shoot, whether seniors, families, individual portraits, etc.
For those not comfortable using filters, etc. there is a very easy technique using an extra layer that is gaussian'd blurred, then setting setting the history flag on that step, and back up one in your history. You then use the history brush to "airbrush" problematic areas quickly.