By BETSY VERECKEY AP Business Writer
NEW YORK September 16, 2008 (AP) The Associated Press

So long, flaws! HD makeup travels from big screen to consumers wanting picture-perfect look…
Makeup sellers seeking to stand out amid crowded cosmetic counters are expanding into a niche once confined to those living under the scrutiny of the lens: high-definition makeup.

The cosmetics, once used just for newscasters, models and actors, are becoming more popular among women who want to appear like they would in HDTV: lifelike, flawless and picture-perfect.

Initially, professional makeup artists used HD cosmetics on celebrities filming in the new system so precise that every detail is magnified more than on standard television. Now, the makers of HD cosmetics are focusing on expanding their use among regular makeup wearers — although not everyone is convinced that consumers should be using HD makeup every day.

The cosmetics, which work when particles in them reflect light instead of absorbing it, are one of the latest trends to hit the industry as companies vie for market share. Morningstar analyst Michelle Chang says there is a “push for innovation” because the industry is so saturated with products.


“There’s always companies trying to find a niche that they can fill,” Chang says. “This is probably one of them, much like how mineral makeup took off in the past two years.”

That form of makeup gained popularity with consumers seeking cosmetics made with natural ingredients, versus preservatives and other chemicals.

More makeup artists are learning how to apply HD makeup in advance of February, when the nation’s broadcasters switch from analog to digital transmission. While not all digital broadcasts are in HD, even standard-definition programming looks sharper when it’s sent digitally.

The better the image, the thinking goes, the more exquisite skin needs to look.

Cosmetic companies are already reporting a rise in the number of makeup artists coming for training on how to apply HD cosmetics by airbrush, a technique that gained popularity decades ago when MGM used it to paint extras as tan Romans for “Ben Hur.”

“The airbrush applies the makeup to the surface in a dot pattern and replicates the pixels that HD uses,” says Samantha Mandor, a spokeswoman for cosmetics company Temptu. “With traditional makeup, you can see brush strokes; it really shows every flaw.”

Temptu’s HD makeup graced the runways at New York Fashion Week this month, its vibrant hues of purple and yellow on the eyes of models fitted in evening wear by designer Joanna Mastroianni.

Before the show, artists poured liquid makeup into little spray guns, and then airbrushed the silicone-based HD makeup on the models in a fine, colorless mist. It smelled a bit like paint when first applied, but the result was an odorless, light foundation as the silicone in the makeup absorbed the skin’s natural oil.

Mandor says the prices are comparative to traditional department-store makeup. A 1-ounce bottle of the company’s Hi-Def S/B makeup, which can be applied by airbrush or hand, is $25. By comparison, Clinique’s Perfectly Real foundation is priced at $22.50, while a drugstore brand like Cover Girl’s TruBlend Whipped foundation costs around $10.

Other lines of HD makeup come from Christian Dior and Cargo, a Canadian cosmetics company. Cargo’s line, named “blu—ray,” was created for makeup artists filming in HD television, but began selling at retail this spring.

Smashbox cosmetics, a unit of Smashbox Studios — the photo and film company founded by the great-grandsons of Hollywood cosmetics legend Max Factor — rolled out its HD makeup in March, and has seen it become one of the company’s top-selling products.

Cosmetics sales overall have held up relatively well despite the weaker U.S. economy. Deutsche Bank analyst Bill Schmitz Jr. said in a note to investors that sales of color cosmetics rose 1.2 percent year-over-year for the four-week period ending Aug. 10.

At a Sephora in midtown Manhattan, several women gathered around Makeup Forever and pawed through the brand’s HD cosmetics. Sara Gomez picked up the $30 HD Microfinish Powder, stuck her finger in the sample and rubbed the powder between her fingers.

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Some high definition make up products you must check out.
Master’s Class Vol. 3 Complexion Perfection – Fair ($176 Value)
What it is: A seven-piece kit for complexion perfection.

What it does:
Smashbox Master Class Vol. 3 Complexion Perfection Set - Fair is designed to educate consumers about how to create the foundation for seamless makeup application. Watch the instructional DVD for exclusive tips and tricks!

What else you need to know:
The set includes High Definition Healthy Fx Foundation SPF 15 in Light L1 (1oz), Hybrid 2-in-1 Luminizing Primer in Flash (0.98 oz), Pressed Powder/Bronze Lights Duo in Fair/Light (0.42 oz), Camera Ready Full Coverage Concealer in 2.0 (0.08 oz), Photo Op Under Eye Brightener (0.24 oz), a Baby Buki Brush, a Travel Foundation Brush, and an instructional DVD.

HD Microfinish Powder
What it is:
A universal translucent finishing powder to be applied over foundation or worn alone.

What it does:
Sets the foundation and slightly mattifies skin without changing its natural contours. This 100% mineral silica powder softens the appearance of imperfections. Completely evens out the complexion for a glowing, radiant look. One universal shade for all skin tones.

What else you need to know:
It’s completely translucent and goes on any skintone. Its talc-free formula does not dry the skin and is formulated with 100% silica. Dermatologically tested.

HD Microperfecting Primer
What it is:
A lightweight, oil-free complexion corrector that enhances the skin’s texture and primes the skin for makeup application.

What it does:
HD Microperfecting Primer deeply nourishes, moisturizes, and softens the skin, creating a glowing effect. Creates a protective layer on the skin allowing foundation to glide on easily and last longer.

What else you need to know:
The Sephora-exclusive primer comes in six color-correcting shades and one transparent shade.

Size: 1.01 oz