Sky about 10 years ago was appalling. A face full of brightly-coloured slap and shiny lip gloss was obviously an organizational policy, whether written or unwritten. This does seem to lend the question of whether this was truly 'choice' on the part of these women, or whether, because everyone else was doing it, it became more of an obligation. (Especially when seeing them alongside Adam Boulton) ...
They did have some cracking female broadcast journalists at that time, which is the more important point. Better than Boulton. But I'd stake a hefty bet they were not getting paid as much. These inequalities, whether seen or unseen, subtle or 'in your face', are what's deflating about the whole picture. And I think these are separate components of the same issue.
When women are fully equal with men, when we are paid the same money for doing the same job, when we're not derided as mercenary for making that request (cf. Diana Rigg), when we're taken as seriously as men in our careers and don't have to work twice as hard to attain the same level, when we are not taken more seriously (or in a curious form of cognitive dissonance, less so at the same time) on pain of what we put on our faces: perhaps then, we'll be making more of a fully rounded and informed choice. (And yes, FWIW, I've succumbed to this pressure as much as the next woman. I look after my skin, and I sometimes wear a bit of blush stick, lip balm and mascara. We are few of us immune).
As an aside, what's behind all the comments that young women are unlikely to watch the news? Really? And of all places, on Mumsnet? We still have a steep uphill climb; no mistaking the misogyny here.