Actors, models and television personalities are accustomed to leading on-air lives in soft focus. But with the advent of all-digital television next month, the stage is set for unforgiving high-definition broadcasts, and even everyday people want to look airbrushed to perfection.
In our hyper-magnified world where HDTV, HD camcorders and point-and-shoot cameras with auto-airbrushing functions are becoming the norm, a blemish here, a pockmark there or even a wisp of a wrinkle is unacceptable.
In theory, the sharper images transmitted over high-definition digital television mean the skin has to look almost perfect. Which is to say that it has to look natural, fresh and dewy, not powdery and masklike as it did in the analog days.
And if skin can look naturally perfect when magnified 10 times in high-definition, then it follows that it should look that much better to the naked eye. That's why the cosmetics once used primarily by professional makeup artists to prep celebrities for high-definition close-ups are the same ones women are now reaching for to help them look flawless on a regular basis.
HD cosmetics contain small particles that reflect light instead of absorbing it, giving the skin a soft, natural-looking finish.
Beauty experts, though, are divided on whether women should be using these products every day. While some believe HD cosmetics might help soothe insecurities of the average woman who aspires to an on-camera ideal, others say women should be sure they understand the whys and hows of this latest beauty trend before engaging.
"Is [using HD makeup every day] necessary? Absolutely not. But is it a bad thing? Probably not," said local makeup artist Tracy Ewell. "The reality is, every woman wants to look like that."
A clear difference
Ewell prefers to use mineral makeup instead of high-definition products to get clients such as Sen. Saxby Chambliss camera- ready, but she said HD makeup is among the more goof-proof cosmetic choices available to women.
And some women say they can definitely see a difference.
Veronica Belmont began using high-definition makeup when she got gigs hosting tech shows, including one on the PlayStation Network. "I've never been a huge makeup person, but I realized I needed to step it up for high-definition," said San Francisco-based Belmont.
During a visit to makeup mecca Sephora, she came across products from brands such as Cargo and Smashbox that she now uses for both on-camera work and everyday wear. "[HD makeup] seems to stay on a lot better, and I like the finish better than makeup I've used in the past. It doesn't get stuck in your wrinkles," Belmont said.
Tiny light diffusing micro-particles infused with a lot of pigment are what experts say distinguishes HD makeup from the standard stuff. The effect is that HD makeup provides enough coverage to hide imperfections while still appearing as sheer and natural as real skin. Adding to the appeal is pricing comparable to the cosmetic brands found in any department store.
Cargo's line of products, the aptly named Blu-Ray collection, consists of a pore-refining mattifier, powder and color products with pigments that adjust to all lighting conditions. A $59 introductory kit includes all of the products.
Other companies that have entered the HD arena include Smashbox, which offers a High Definition Healthy FX Foundation ($38). For the same price, it has a Photo Finish Color Correcting Foundation Primer that offsets various skin problems before applying foundation. Both products are big sellers at Buckhead's Woo Skincare and Cosmetics, said owner Linda Silber.
"[Customers] are attracted to Smashbox because of the wearability and the color choices. People want something that is easy for them to go home and put on and doesn't make them look like a clown."
Technique is key
But high-definition makeup isn't all fun and games, others say. Product application can be tricky, even for professionals.
Make Up For Ever introduced its High Definition Foundation, Powder and Primer after two years of research conducted first among camera technicians and TV producers, then with professional makeup artists. Now the consulting has taken a turnabout.
"We have so many TV networks that are requesting that we come in and teach them how to do high-definition makeup," said Erin McCarthy for Make Up For Ever. McCarthy has fielded calls from panic-stricken makeup artists asking her to walk them through the sometimes confusing process of adjusting foundations to various skin tones and applying powder so that it has that soft, light-reflecting finish.
"It is kind of like the blur tool people use in Photoshop" on computers, McCarthy said.
But just as the average person might muddle through using Photoshop without training, so it could go with HD makeup, said Atlanta makeup artist Shana King.
"I'm kind of on the fence about the whole thing anyway," said King, co-designer of Adesign makeup brushes. "I think there is a place for it, but for consumers you need education about using the products."
King wears HD makeup by Make Up For Ever, though she uses it mainly for special events or a night out rather than every day. Unless a woman is willing to invest the time and effort to learn about it rather than just seize upon the latest beauty trend with hopes of looking like Angelina Jolie, it may not be worth the trouble, King said.
"I try to tell women, the minute you stop trying to look like somebody else is the minute you're going to look good as you," she said. "More women need to start loving the skin they are in."
Even if they lead high-definition lives.
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