Beauty -MediaMake-Up. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ScreenSirens


From the early origins of theatre to modern-day movie making, the partnership between make-up and the media has always been a powerful force.


Looks created by make-up artists for stage and screen have the ability to influence the beauty industry worldwide, creating exciting fresh styles and even breathing life back in to bygone trends for new generations.


The sheer versatility of make-up means that it can be implemented both subtly and overtly, which is a must in the media industry. For screen actors and television personalities, products can be used to simply enhance their natural appearance, masking any imperfections and providing a flawless coverage for the camera. Yet, it also has the power to assist with the art of storytelling. By implementing their wealth of knowledge and products, make-up artists can literally bring characters to life whether reflecting period fashions or transforming performers into other- worldly species.


Dermalogica Corporate Trainer Jacquie Slater details: “We truly are ‘artists’ and with an arsenal of foundations, primers, concealers, powders and blushers, we set to work to create that perfect canvas.”


Actors, presenters, singers, dancers, stage performers and models are just some of the industry professionals for whom make-up is an essential part of their daily working lives. Constantly put to the test under heavy lighting, high pressured environments and during energetic performances, it’s absolutely essential that media make-up is both robust and reliable.


Lights, camera, action


With the innovative technologic breakthroughs of recent years and the advent of High Definition (HD), audiences are now provided with fantastic image quality both on screen


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and in print. Media personalities, and namely their appearances, are subjected to heightened scrutiny with even the slightest imperfection now having the potential to be spotted by the eagle-eyed, meaning make-up for the small and big screen has never been more important.


“Today looking good for the camera is no longer an option, it’s a necessity,” say Youngblood Mineral Cosmetics. “In an era of High Definition TV screens and high resolution images in glossy magazines, the media demands nothing short of perfection when it comes to our make-up.”


For make-up artists, this new era has heralded a need for change, both in their approaches and within their kit. Often the application of heavy-duty products was a necessity to ensure make-up was kept in place for the duration of filming or a performance, and to mask any visible imperfections effectively. Not surprisingly many make- up artists working backstage witnessed repercussions as a result, whether proving uncomfortable for the wearer when in situ or as a contributing factor to various skin care issues. The need for lightweight yet durable media beauty products became ever apparent.


Former TV and film producer and casting director, Jane Iredale was inspired to develop her own skin-friendly make-up range having worked for years in the entertainment industry with actresses and models whose make-up on film and TV sets was causing real problems for their skin. She says: “I spent many years working with women whose careers depended on having a flawless complexion. The heavy make- up they were using to cover up skin distractions was actually aggravating their skin concerns, instead of improving them.”


A flawless finish


Looking good on camera has always been important; today it’s essential. Many television and film stars have commented directly on the fact that HD has made them reconsider their own skin care regimes and heightened their awareness that the power of make-up can wield.


Laura Walker, jane iredale make-up artist with UK and Ireland distributor iiaa explains: “High Definition television and


film formats put skin firmly in the spotlight and demonstrate the need to make imperfect skin look good without appearing unnatural.”


She continues: “With a picture that can be up to six times as sharp as standard TV, every pore, line, crease and blemish on the skin is more evident than ever before. Heavy, mask-like make-up is too obvious for such detailed scrutiny.”


With this firmly in mind, many companies providing make-up specifically for the media have developed new and sophisticated products to reflect the ever-changing nature of the industry. In an HD era, projecting a flawless and realistic complexion has become essential with both mineral make-up cosmetics and airbrushing increasing in popularity; mineral make-up due to light reflecting ingredients, giving a flawless look where HD is concerned, and airbrushing due to the smooth and flawless application it can provide.


“Sophisticated mineral cosmetics are


proving the choice of leading make-up artists in both the TV and film industries because the fine detail, crisp clarity and vivid colour of HD has caused professional make-up artists to reconsider the products they apply to the stars of the small screen,” says Laura.


However, Lloyd Naaké, Managing Director of Airbase Make-up, highlights why airbrush make-up is also so popular in the media. “With the advent of HD TV and photographic work, photographers and finishes were finding that traditional make-ups simply were not flawless enough. To give an example, the particles in a powder would show up on TV because HD is such fantastic quality and it would be obvious that actors or models were wearing make-up. This obviously isn’t the idea!


“HD film and TV studios therefore turned to airbrush make-up as the answer. The main reason is that when a product is airbrushed, the particles are atomised. The benefit of this is the foundation particles are that small they become invisible to the naked eye.”


Irish Beauty takes a closer look at the products and courses developed with the media in mind to help you create flawless, camera-ready make-up...


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