I would add...shortly after the above posting the below was located as additional information for this short segue into the Japanese Language...There is both traditional Kanji and the Hiragana forms...Below is a Hiragana translation from a festival site in Japan...

Sumidzuke

Note again the primary phonetic translation is Sumi (ink) dzuke (attach or attaching). As Chris pointed out no reference to face...yet...it is used as such and reflect the linguistic differentials that exist in the spoken language culturally from different Prefectures (regions or states) of Japan.

Further...when used in a complete sentence the Romaji for the word does shift (or change) and could explain some of the confusion. With in a sentence it often is translated as...Sumitsuke.

Who is bad? "Short version. Kiurakozan Sumitsuke festival

The above passage coming from a festival goer's blog post about one of these related festivals that can range from honoring the dead, to fishing and other good harvests...Region to region, they go by different names...Schools and young children are often the focal point and many videos exist reflecting these wonderful celebrations...