You have to play with shades of dark and light. Darker on the outside lines of your face will make it narrower length wise apply a slightly darker shade than usual on the outside of your cheeks close to your hair line. Then apply a lighter color closer to the middle. This is also great if there's other specific features you want to narrow, can be applied to your nose directly to make nose look narrower. To broaden you just do the reverse, lighter on the outside darker on the inside.
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Work out your face shape and, if needed, try haircuts that flatter as opposed to emphasise your face. There's loads of websites that will help you work this out, and reccomend styles. Sometimes it can be something as simple as adding a fringe/layers but it can make a lot of difference.
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Contouring, vids on youtube on application and which products to use
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