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.
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After shading and lighting out you can apply fine red veins using a Stubble Sponge. You squeeze the stubble sponge, press it onto the make-up (dark red colour), test it on the hand and apply it to the cheeks and nose.
Do not make the nose too red, as this gives the effect of a drunkard.