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1. Start by generating accurate masks to separate subject vs background;  select skin of subject; select hair and lips (only areas / colors to  remain at nearly full strength);

2. Select the skin: use the standard "porcelain skin" trick, ie, put a  white adjustment layer on top of it, blending mode = soft light, and  adjust the blendIF sliders to exclude dark tones;

Another approach is to use the "Selective Color" tool.

At your discretion, leave the lips and some non-skin areas untouched for contrast with the whitened areas.

Read these threads.  They talk about the same thing:

http://www.photoshopgurus.com/forum/photoshop-newbies/44117-could-someone-help-me-ps-effect.html

http://www.photoshopgurus.com/forum/forum-tutorials/45271-[request]-how-achieve-colors-like.html

Tom M