i don't know why it is necessary to make a normal girl look "rough" and old.
1. light her properly so you don't see skin imperfection
2. never show a shot with a model raising her eyebrows, this causes furrows in the forehead---if you must do a shot like this (girl giving head looking up) then PS it out.
3. get underwear off the models and put them in a robe for at least an hour before shooting so skin marks go away.
90% of web content is total shit, and most of this stuff is very easy to correct, and the girls will look SO MUCH BETTER with just a little attention to detail.
and then guys will be saying i'd hit it twice instead of calling her a "swamp donkey" (now that's a good one
)