Most of Hollywood has been doing it for less than a decade, and some television shows and channels are catching on. But in February 2009, all full-power broadcast television stations in the U.S. will air digitally in high-definition (HD); no longer broadcasting on analog airwaves. Subsequently, in 2009, the theatrically caked-on foundation and heavy red lipstick worn by performers since the days of silent films and vaudeville will also undergo dramatic change, as the professional color cosmetics market shifts its focus to products formulated for high-def use in film, on television, on the fashion runway and on the stage. Next year, professional color cosmetics brands will not only expand their high-pigmented products into more makeup artists’ studios, they’ll also introduce the concept internationally to the mass consumer.
According to Michael Benjamin, president and CEO of Temptu—a professional, U.S.-based airbrush makeup and body art business that’s launching a new consumer line in 2009—people’s lives are ever-evolving in the digital realm. “Video cameras and digital cameras are almost all high-def,” Benjamin says. “Consumers are able to see themselves in high-def now, too.”