For photographic reasons, she pretty much has to have the smirk unless hair is covering her cheek. No matter what she does, her cheekbones are not pronounced at all. A smirk/smile brings them out.
It's not that bad, though. I can't help but think it would be more fun if a natural beauty who was not overexposed was on the cover, but I guess that's what we have British editions of magazines for. At least she looks like she's having fun.
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