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Should I Suck In My Cheeks?

I see this so often when I'm at the mall. Women apparently think that they are supposed to suck in their cheeks and then sweep a band of color beneath their cheekbones. Apparently, that is exactly what it looks like. I don't know who made up that rule of application, but it doesn't work. Color should be applied on the apple of your cheek and then blend the color up to your hairline.

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