The coat she's wearing on the cover - I WANT IT.
It really seems like someone is doing everything they can to put emphasis on making her eyes look HUGE (I noticed this in the BALLAD PV as well), and I think that is contributing to Ayu not looking like herself in some of these shots.
Maybe they should do a video ala Dove's Evolution video (the one where they showed the process of a photoshoot from the makeup to the photoshopping to illustrate misconceptions relating to beauty) and use Ayu.
Actually, the more I think about it, the more interesting it seems like it would be.