The article is simply pointing out that too much or the wrong colors or style can be unattractive, and it's hawking a different product instead of whichever one you use. I use most of the things on the list, and I hope that I don't use them in an off-putting way, but I don't think that I do!
TheBF does one of those. I've been trying to get him to use just one spritz of his favorite scent, which I adore, instead of two. He's rejected my opinion because I have a very sensitive nose and can detect scents that he cannot, which constantly amazes him, say when I can identify ingredients in food, or find something in a room because I can smell it. Since he regards my nose to be particularly sensitive, he's rejected my opinion that he wears too much cologne.
Speaking of too much eye makeup,
check out how beautiful Snooki looks without her eye makeup. She's stunning.
She's usually a good example of too much eye makeup, too much fake tanner, and the wrong shade of lipstick. Those two photos look like they're of two different people!
IMO,
this is how one does foundation, smokey eyes, tanned skin, and lip gloss right, if one was going to wear full faced makeup. Of course, it's been Photoshopped to perfection, but you get the idea.
More looks I like:
http://stuffkit.com/wp-content/uploads/2011/05/Scarlett-Johansson.jpg
http://img.wallpaperstock.net:81/beautiful-face-wallpapers_11213_1280x1024.jpg
http://www.cinemavoyage.com/images/angelina-jolie81.jpg
http://www.getbig.com/boards/index.php?action=dlattach;topic=369608.0;attach=406962;image (ridiculously over-photoshopped)