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Professional Cosmetics Go High Def
By: Leslie Benson
Posted: December 1, 2008, from the December 2008 issue of GCI Magazine.
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.
page 6 of 7Mehron, Inc. has also recognized the high-def possibilities for airbrush applications, developing such proprietary formulas for some of its private label clients.
Additionally, its worldwide network of re-sellers currently makes the brand’s products available in 25 countries.
And for makeup artist-founded brands such as Me by Mezhgan, retail channels such as Sephora or Saks Fifth Avenue department stores could one day offer the currently Web-exclusive line to mass consumers. “We are targeting both mass and professional channels,” Mezhgan says, “because the makeup looks great on TV and in person. I wanted multifunctional products that don’t make you look like a drag queen off stage and makeup that doesn’t look caked on.”
Minerals in HD
To avoid the caked-on look, consumer color cosmetics brands have reformulated products like foundation and bronzers with lighter mineral elements. According to Kett Cosmetics’ McKenna, however, the trend isn’t as prevalent in the professional market.
“Professional makeup artists choose their products based on versatility. They need to be able to use their makeup in as many situations and on as many skin types as possible,” she says. “During our ingredient research phase, we found that mica—the base of all mineral makeup—is highly reflective and is too unpredictable to be used in foundation formulations, but mica is still acceptable in eye shadows, lipstick and glosses. Instead, we have created a ‘conscious brand,’ by not including any ingredients that are animal-derived, which would satisfy the vegan artist and consumer.”