Ah, do these examples really look better with makeup? I hope these aren't the models of the future, with or without makeup. If Victoria's Secret used them, they'd be out of business in a week.
They use Makeup and special spectral lighting and filters to insure they look good. Also pictures are post processed by computer to finalize the output.
They use very average looking women as models because it is much easy to modify the looks on post processing.
Before and after pictures would have been interesting. In the hands of a pro, make-up can do magic. It's disappointing not to see the magic. Google "stars without make-up" to see some interesting and sometimes shocking before and after photos.