More then just a "uniform" or a "brand", like a tie or designer or tattoo, these faces have deep psychological underpinnings.

This face is a comfort for a fascist to behold. Any expensive surgery could do for signaling. This face was landed-on through trial and error, for a reason.

Studying paintings done by the mentally ill, it becomes obvious that they don't see faces (or anything really) like the average person. This makes sense, as even a well adjusted person will interpret an expression or tone differently depending on what they perceive the person to be feeling, or even their own mood. They will literally see it differently.

The mentally ill just see an extreme version of this phenomenon.

Fascists are terrified all the time. To them, every face hides malice and deception. Mar-a-lago face is an exaggeration of a jovial, open, honest visage, to counteract what a fascist sees every day in every face.

They have huge, puffy cheeks under their eyes, like the bunching of skin in a smile. Their lips are big and puffy, a far cry from pursed in anger, this also makes a smile more exaggerated. Their eyes are deeply, darkly outlined in ovals, not pointed at the edges, highlighting how they are open and not squinting or angry.

Maralago face is a caricature of a happy, loving, honest face. To a normal person it looks like a horrific joke on that type of face, taken to extremes, but to a fascist, these exaggerations push back against their own skewed vision of every face. These exaggerations return the face closer to a normal person's baseline.

To a fascist, this face appears more normal and more comforting.