According to a few reports, Cammy's recent change in appearance was due to Capcom listening to complaints from Japanese gamers.
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But as pointed out by Kotaku, she looks different in the face from when she was originally announced (below), and it's not just the face paint.
Japanese site Hachima Kikou noted then that Japanese internet commenters responded badly to the original design, calling it "exceedingly ugly." While her bust seems increased since Street Fighter IV, people weren't digging her less anime-looking face, complaining that the British character's face was designed to appeal to foreigners and not Japanese sensibilities.
Capcom seems to have taken that criticism to heart, given Cammy's rounder eyes and softer, more anime-like features.
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Original debut face for comparisons:
http://www.destructoid.com/fan-compl...k-308838.phtml