"The findings that I have reported in the last two posts should not be construed as implying that either sex is shallow or superficial. Rather, these results demonstrate that men and women beautify themselves on the mating market in ways that are desired by the opposite sex."
In the clothing example, it depends on whether the attire is a reliable status indicator or not. If it's authentic, there's not been any attempt to "beautify", and so no deception is involved.
For example, if you work at Dunkin' Donuts, you have to wear their uniform when on the job. But this would be masked if the guy subsequently went out to a night club wearing something else after work. Then he can freely choose what his attire is, though the choice is likely to be constrained substantially by his social milieu, the type of night club it is, and maybe some other factors. At most places it's possible to be over-dressed.
The situation with "fake up" is a little different since it's always meant to enhance and thus deceive, even though it's typically sold to women on the basis that it will make them look more "natural"; maybe it does at first glance. (The only exception I can think of off hand is the Goth style, where make up and attire is intentionally used to de-enhance -- though at another level this is meant to signal that they don't "buy into" the whole beauty game, which they view as ultimately an enhancement.)