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If the non-shaded parts are lightened, this will enhance the effect of bringing those areas "forward".
Between the higher parts of the brow some subtle shadowing is done to generate more depth.
By lightening below the chinline, you suggest a sagging jawline and/or a double chin.
Now you lighten the cheekbones and the outsides of the naso-labial fold, the higher part above the upper lip, the corners of the mouth and on the chin.