System and method for increasing the blue component of white and near white pixels while avoiding hard transitions and without affecting flesh-tone colors. Pixels that are bright enough and fall within a detection area in the UV-plane have their blue components increased and their red components decreased. The detection area is limited to avoid application of blue stretch to flesh-tone colors. A transition boundary is provided around the detection area for gradually decreasing the amount of blue stretch as pixels move away from the boundary of the detection area, thereby avoiding hard transitions between areas that are blue stretched and areas that are not blue stretched.