MAKE UP FOR EVER Hosts First Open Casting Call to Find New Face of Next Unretouched Ad Campaign

NEW YORK, Jan. 2, 2012 /PRNewswire/ -- MAKE UP FOR EVER, the Paris-based professional make up brand coveted by top industry artists, announces the launch of its first-ever open casting call to find a "real woman" to star in their next HD Complexion advertisement, which will not be digitally retouched or enhanced in any way.  The new visual will kick off the second phase of the company's Unretouched Campaign, which originally launched in spring 2011 and received significant praise for promoting a new standard in an industry where digitally altered imagery is the norm.  Real life is not retouched, and MAKE UP FOR EVER's high-performance range of complexion products help every woman put her best face forward every day and for every occasion.

(Photo:  http://photos.prnewswire.com/prnh/20120102/NY28290 )

The open casting call runs from January 2nd through February 1st, 2012.  To enter, consumers are challenged to create a picture-perfect make up look and submit their photo through a dedicated microsite, www.hd.makeupforeverusa.com.  All finalists' photos will be featured in a photo album on the MAKEUPFOREVERUSA Facebook page.  The winner will be announced on Facebook on February 9th, 2012, and then flown to New York City for her professional photo shoot.  The casting call is open to all women age 18 and over residing in the U.S. and Canada.

The winning model will star in an advertisement that highlights MAKE UP FOR EVER's new HD Complexion Starter Kit ($79 at www.sephora.com), the ultimate tool box for perfecting your complexion that can uniquely be personalized to include each client's ideal shade of HD Invisible Cover Foundation.  The HD Complexion Starter Kit boasts four of MAKE UP FOR EVER's most coveted products for achieving naturally flawless skin in three simple steps:  Prep, Cover, Finish. The kit includes HD Microperfecting Primer, HD Invisible Cover Foundation, HD Microfinish Powder and a Kabuki Brush, all of which were created to be used in front of unforgiving high definition video cameras and provide results so flawless that the need for retouching has been eliminated. 

To help women find their perfect foundation match online, MAKE UP FOR EVER has also created an interactive Shade Finder tool that can be found at www.hd.makeupforeverusa.com/shadefinder.  Available in 26 shades to match all skin tones, MAKE UP FOR EVER's best-selling HD Invisible Cover Foundation provides oil-free, medium-to-full-coverage that creates a soft-focus effect to soften lines and blur imperfections. 

With the casting call and new campaign, MAKE UP FOR EVER is thrilled to show women everywhere that they can look perfect both in front of the lens and in their everyday lives by choosing products that deliver long-lasting, professional results.

About MAKE UP FOR EVER:
In 1984, Paris native Dany Sanz responded to the wishes of the fashion and entertainment industries by creating MAKE UP FOR EVER.  MAKE UP FOR EVER brought to life products, textures, and colors previously only dreamed of.  Dany Sanz, an artist and sculptor, succeeded in putting together an extensive palette, allowing make up artists to unleash their imagination and bring the fashion and theater world to new heights.  Keeping in mind the fast-paced nature of backstage, the products are easy to use and long lasting, two benefits that are a necessity not only to make up artists but to women everywhere.  From the most delicate look to the most powerful statement, welcome to the world of MAKE UP FOR EVER.

Kim Kulik Luban / Katelyn Driscoll
(212) 377-3607 / (212) 377-3975
[email protected]
[email protected]

SOURCE MAKE UP FOR EVER

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