I agree with you that it looks terrible. I can't stand it. Beautiful women don't need to have all the detail airbrushed off of their skin. Maybe if she has bad acne or something, I could see touching the photos up to hide the visible blemishes but most of these Photoshop filters (or whatever they are) take the sledgehammer approach and they just blur everything.
To answer your question, they are probably using programs that allow you to set a filter (or a group of filters) for batch processing so that every photo will have exactly the same look. I could be wrong but I just can't imagine these guys sitting around doing all this by hand. This is probably one reason why it always looks so bad. There's nobody there actually checking to make sure each individual picture looks it's best. That would be very time consuming but the results would probably be much better overall.
There comes a point where "enhancement" just becomes laziness.

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