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If you want to make a round face look longer and thinner it's all about shading. Darker colors make things look smaller. Contouring your cheeks and your jaw with a darker shade will help give the illusion of a thinner, longer face and disguise the round shape.
Using a bronzer or a brown tone on your cheeks and jaw will dramatically change the shape of you face, but you have to be careful you are using color that match your skin tone and look natural; otherwise you will defeat your purpose.