I am not saying that any of this trumps talent. Sure they could win without it, but let's face it, many more will win with it (note I did not say because of it). It is necessary, imo, to adjust your look for the venue that you are competing in. A small high school gym does not need the same effects that competing under lighting that could be used at a concert. You need to be seen from a much further distance and makeup and eyelashes help the visibility of your facials. Sometimes adding highlights to your hair make makes your feature stand out more.
Again, imo, if you want to compete L5, especially with a high profile gym at the big comps. this is part of the what is expected by most teams.