It is a taste thing... Do you want subtle or strong colours , high, med or low contrast, do you care about grain or latitude and I would suspect that within each segment you'll try to achieve different effects requiring different films.

For me as a general thing..
Fashion -- big colour and contrast == NPC/UC or Velvia, 100gx, 100vs or even xprocessed e100s, e200 or epp
Beauty Glamour -- subtle pallette low contrast == NC or epn, epd, (maybe Astia)