When you’re on camera, there are usually a lot of bright lights pointed at you so that the camera can get a good image. Still cameras can take a good picture in lower light by leaving the shutter open for longer, but a film or video camera has to take many pictures per second so there isn’t enough time for a long exposure.
A consequence of the bright lights is that your face would look washed out and bland if it was just your natural skin tone or your regular makeup. The makeup makes your face under the brighter lighting look like what a face normally looks like under regular light.
Stage makeup goes beyond this to make your face more accentuated than normal, so that the audience can see your expression from their seats.
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