Trust me I work on set on movies a lot, after the introduction of HD recording video and movie they were very very specific about makeup because it's much more obvious with the HD video if there are flaws etc. So the idea is this makeup is designed to hide lines even better than "normal" makeup... It's all advertising of course but that explains it at least.
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Ah, got you. And I can understand the 'make-up as technology' thing in one sense - looking at the Library of Congress colour pictures from the 50s - the stuff women put on their faces back then looked like the surface of the moon.
'Cows are very fond of being photographed, and, unlike architecture, don't move.' - Oscar Wilde