Shiseido unveils theory to sharpen Asian features

Call it a cultural inferiority complex if you will, but many Asian women complain that their bone structure isn't as strong as their European counterparts. Tapping into this insecurity aren't just plastic surgeons, but cosmetics companies. At the Watermark on Wednesday night, Shiseido MAQuillAGE unveiled some new makeup as well as a theory it called the M Rules to make flat features more alive and defined.

'The new M Rules is based on research we did where we found out people generally think a person is more attractive with sharper facial features,' beauty director Miyako Okamoto said. 'We introduced these rules to help Asian women identify their ideal facial proportion, hence create a sharper look.' We're not sure it's a science but she illustrated her theory on the faces of models Mikki Yao Shu-yi and Jennifer Tse Ting-ting (pictured with Okamoto).

However, what was even more interesting was a one-of-a-kind makeup Shiseido simulator. The device allows users to visualise various makeup applications on a picture of their face - kind of like instant PhotoShop. Shiseido explained the machine would go to different makeup counters over the next month before it was returned to Japan. In case you don't get a chance to try out the cosmetic simulator, here are Okamoto's tips for next season. 'Green, blue and gold will be in for the hot summer eye look and pink for the lips,' she predicted. 'We have already created products for next winter but I think it is too early to disclose the details now.'