The beauty industry is catching up â€“ and cashing in â€“ on the high definition hoopla of the technology industry. With the onslaught of new high definition cameras and videocams whose images are shown on high definition TV screens, at least a dozen makeup brands are launching products with names like Cargo’s Blu-ray Collection to Dior’s High Definition Serum Foundation.
The new makeup are said to stand up to high-resolution photography and movie-making, about which actors and celebrities are apprehensive for their unforgiving HD close-up clarity.
Product descriptions too are beginning to sound like technical specs mentioning wavelengths, optical blurring and photochromatic pigments.
Is it all hype? Half is marketing, and half is truth, says one beauty authority; cosmetic pigments have gotten a lot finer over the years. But a skeptic counters that itâ€™s all a scam to make us spend more for products we donâ€™t really need.