HD ready? I'll just be in make-up...

The lovely Kate Silverton

Last Saturday (18 June 2011) The Daily Telegraph reported that the BBC is currently 'seeking help with its image problem' in the form of a new team of dedicated make-up artists to help cope with the switch to HD.

The corporation has always had make-up artists but the pressures of high-definition television, 'with its tendency to highlight every imperfection', have pushed the brand to reassess its makeup resources in order to ensure presenters look consistently flawless.

High-def television is also putting pressure on make-up brands to develop products more suited to the technology. The U.S. brand Make-up Forever was one of the first off the mark when it launched its High Definition Complexions range back in 2008.

In June 2011, Makeup Forever are waving the HD-ready flag with a new campaign fronted by Leo's new girl - and soon-to-be SATC's new Carrie - actress Blake Lively.

The premise behind the campaign, which has already appeared in magazines in the UK, is that with Makeup Forever's HD range, there is no need for retouching. A bold claim. But with low brand awareness in the UK its unlikely Makeup Forever will storm the UK market. As with all beauty innovations I'm sure it won't be long before more established brands launch their own versions.

Products aside, ultimately its going to come down to the artists themselves and their ability to create a flawless but natural look (no mean feat, particularly at 4am).