Are You Ready for HD? High-Def Makeup, That Is


As I walked down 31st Street toward 6th Avenue in Manhattan yesterday, a shiny silver poster tacked onto the wall around a construction site caught my eye.

“Are you ready?” the ad asked impertinently.

At the bottom, “HD” stood out in large type, above which was a URL:

Guerilla marketing for a new cable network? DirecTV’s HD campaign gone gonzo? A public-service announcement for the DTV transition?

Mais non, madame.

Only on closer inspection did it become clear that the poster was pitching… makeup.

In smaller type underneath “HD” were the words “High Definition Complexion,” and on the lower right was the name of cosmetics brand Make Up For Ever, the LVMH-owned unit that perpetrated the moderately misleading marketing. [And yes, the Paris-based company calls it “Make Up For Ever,” not, as we Yankees would write, “Makeup Forever.”]

According to “Fine lines and wrinkles, skin imperfections, shine, makeup mistakes and incorrectly matched foundation can all be painfully obvious under the high definition lens.” The company says it consulted film and TV technicians “to create a unique collection of HD-ready products that correct and perfect the skin yet remain invisible to high definition cameras as well as the naked eye.”

Luckily, there’s no government-mandated hard date by which you must stop using your old, analog makeup.