I always do as you suggest and put some pressed powder on men to prevent shine.  That's all I do.  I don't think it would look natural to do more.  Maybe a pro makeup artist might be able to do better, but short of that, best to go minimal.   

If acne or other imperfections are an issue, I remove them in post. 

Thanks for your input Lisa.  Since you remove acne, I guess you feel that imperfections on the face would distract buyers and not sell as well?

I can't say for sure, but I think often stock buyers are looking for a slightly idealized version of reality.  I know it won't hurt sales to remove it. 

The one exception is I did a few shots of a teen with acne where the acne was the concept, so I left it in

I do leave wrinkles on seniors though because it would be too unrealistic looking to remove them.  Sometimes I will soften them slightly on another layer and then set the opacity to 33% or so, mostly for women.   

You're right, it's a fine line.  I would have thought Cindy Crawford's mole was a distraction, but it is one of the things that made her famous.  I think.

I agree with Lisa for the use of powder to remove shiny effect.
Sometimes it can be very bad to get the skin almost white because of light reflection (in particular on the forehead).

Then you still have Imagenomic Portraiture that can do a good job if used slightly�

Really good point!  It's important to get the powder to match the models face pretty exactly.  I had one model who was very tan, and when I put the powder on him that I use for most caucasian models, it looked okay on him, but then in the photos it came out looking like a white mask.  It was a post-processing nightmare! 

Now I keep a bunch of different powder compacts in a wide range of skin tones.  Each of my regular models has their own compact with their name on it.  Also much more sanitary to each have their own, and the models appreciate it 

If you are shooting portraits, then I recommend anti-shine powder even on Men (women generally do their own makeup but may need to be advised appropriately).  This will prevent any highlights in areas where you don't want them (like the forehead or along the ridge of the nose).

The other option is to use a circular polarizer in the studio (but that's a trade secret that nobody talks about). 

I use a makeup artist for these types of shoots.  Many times it will save me time in Lightroom/Photoshop correcting skin blemishes...my time is money.  I work with a makeup artist that has been specifically trained for television for this purpose.  She charges me $30/hour and she stays throughout the shoot to ensure the model is appropriately prepared.

Whether it sells more or less depends on the topic at hand.