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Important areas for shading are the eye sockets, the temples, the side of the nose and below the cheekbones. The vertical frown wrinkle and the naso-labial ('nose-lip') fold are also important areas to shadow.

The parts of the face that have not been shaded now seem to have been brought forward.

LIGHTENING

If the non-shaded parts are lightened, this will enhance the effect of bringing those areas "forward". This too should be done subtly in the case of Santa Claus.
Apply white make-up to the higher parts of the forehead, above the temple, next to the frown wrinkles on the wings of the nose and on top of the nose.

Apply white make-up to the higher parts of the forehead, above the temple, next to the frown wrinkles on the wings of the nose and on top of the nose.
The eyebag is also lightened a little.