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Layer masks tend to make it quicker and easier, plus is allows a little flexibility in how you will work with it... selecting and copying only the colored area to a new layer can be useful if you intend to do something with it, say like popping the colored parts forward in a flash or something similar.
I have done it with a mask for an ad for lingerie, making the girl black and white and allowing her bra and panties only to retain their original light blue and white... very nice look and makes the "main points" stand out.
Alex
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