Workouts a drag? Makeup diet might be the next-best thing
By Debra D. Bass ST. LOUIS POST-DISPATCH
A diet should not consist of cosmetics, but I've been wrong before. Perhaps I should cancel my gym membership and just start practicing some creative contouring with fluffy brushes. Apparently, there's a way to "slenderize your forehead." I didn't even know foreheads could be fat, and I'm pretty sure my exercise routine doesn't target that area. It's nothing new to use a little makeup to cover facial flaws. A wide nose is best viewed with some subtle side shadows, and thin lips can get a boost with some plumper and using two shades of lip liner and color to create depth. At photo shoots, it's common practice to use bronzers and contour shades to enhance muscle definition, but most might argue that this shouldn't translate to us applying makeup to our bodies every day. This apprehension hasn't stopped the It Cosmetics company from promoting what I'm calling a makeup diet. The company offers kits for visually slimming key areas of the body: abs (there's a version for men and women), breasts, legs, etc. The latest product is the My Sculpted Face Palette ($38, available at HSN.com or itcosmetics.com). The kits include a palette of flesh tone browns and waterproof stains and sealers that can last five days so your abs and face don't wash off in the pool. Smoking Hot Legs, My Naughty Mouth, Abs in a Box and My Beautiful Breasts makeup kits sell for $69. And all promise to elevate your natural appearance effortlessly. The founder proposes the kits as an alternative to surgery or unsustainable workout regimes. "People see women on television, and they think that they look that way effortlessly or that it takes a lot of work," said Jamie Kern Lima of It Cosmetics. But she said her products are easy to use, and women can immediately look 5 to 10 pounds lighter. Lima admits she's probably ahead of the curve, but she notes that people once scoffed at lip plumpers and hair extensions. Sales of the My Sculpted Face kit are already strong. She says her kits aren't meant to be deceptive; she just wants to give women more options to feel pretty without going to surgical extremes. She insists that the face kit is really just a template for utilizing the most widely practiced makeup tips by everyone you see on TV.
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