For the non-B&S girls it seems to be a beer-goggles thing.
The picture is after 7/8 beers, the real thing is somewhere between no beer and the following morning with a hangover, her make-up worn off, looking worse for wear etc..
N.B. this is the comparison between the pictures and reality, I'm not saying that the girls actually look bad at all!
I found a girl in a 141 once who looked 'amazing' on the pictures and. The kind of girl you'd sell your soul to marry regardless of anything else. Saw her in reality and decided to head off elsewhere - the general look was there but she just looked like she hadn't slept for a week, her eyes were tired and just looked as though she hadn't been taking care of herself compared to the glowing person in the pictures. Tbh many aren't so dramatic but this proved to me just how powerful photoshop can be in changing an image.
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