I don't know what I think is most hilarious about this makeup line: the tech-related concept or that they trademarked blu_ray with an underscore and not a hyphen. It's the latest technology in "photochromatic pigments with optical blurring."
Sephora is carrying this limited edition collection of make-up from Cargo branded and trademarked "blu_ray," which they claim was "developed in response to the needs of makeup artists shooting in high definition." While I'm confident that the work of makeup artists has become more difficult with the advent of HD, I sort of doubt Cargo has invented anything markedly different than good makeup. The display device on which made-up people are usually seen—reality—has considerably higher definition.
It's probably not long for this world anyhow; I can't imagine Sony standing by while someone else tries to trademark "blu_ray" instead of "Blu-ray."
Product Page [Sephora.com]