Subverted: Betty ditches the makeup as soon as she's escaped a social event.
Double Subverted: ...because she didn't like said event. She then puts it on again.
Alice reads the magazine tips on "how to impress your man!".
Alice reads men's magazine tips on "how to impress women!"
Zig Zagged: Alice and Betty are glammed up the first time we see them...at a formal event. In the next episode, they're in flannel and hiking boots...for a camping trip in the mountains. Neither style turns out to be typical of either; Alice usually looks like a stereotypical Granola Girl, while Betty is a Perky Goth.
Lampshaded: "Well, excuse me for liking to look pretty!"
Invoked: Alice and Betty, usually Chapstick Lesbians, decide to glam it up for a Halloween party.
Defied: "I am a strong proud modern woman and I am not going to turn myself into a Barbie doll clone for any reason, but especially not so I can facilitate yourmasturbatory fantasies about me and my girlfriend!"
Discussed: "Why can't any of the lesbians we know be all Rita Hayworth smoking hot instead of always wearing flannel?" "... why am I friends with you?"
Conversed: "I have to wonder if the writers designed Alice and Betty to be ultra-feminine as Fanservice or as a legitimate attempt to avoid the Butch Lesbian stereotype."
Deconstructed: Alice and Betty are deeply closeted, because the deceptively sleepy little town where their lives would turn nasty if anyone found out that they were a couple.
Reconstructed: Alice thinks the butch angle is stereotypical and played-out, deciding she can still be gay and feminine.
Played For Laughs: In-universe, wearing makeup and dresses is masculine, while having short hair and playing football is feminine. Everyone treats them like Butch Lesbians.
Played For Drama: Alice's desires to conform and be 'normal' conflict with her 'alternative' sexuality, causing her much angst.