(CNN) -- As a cosmetics saleswoman, Shannon Barnes constantly fielded the same grill from women looking at mascara ads perched on her department store counter: Are those eyelashes real?

Um, no, she told them. Mascara alone would never -- could never -- grow eyelashes as full and thick as those on the models. Armed with the truth, most customers did the natural thing: they bought the mascara anyway, said Barnes, now a pro makeup artist in Sioux Falls, South Dakota.

"Even I can still be sucked in by the hype," said Barnes, who knows full well her facial artistry will be airbrushed by photographers until the models she works on just resemble those she started with. "I know the extent of the deception. Sometimes I tell young girls, 'It's not a real aspect.'"

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