"wonder whether it is a ruse to get people discussing the play" -

Could be. Or it could be to make some kind of a point, to put a new slant on the play for artistic/intellectual/political reasons. I find it curious that something like this WOULD get people talking. At any rate, I don't see any reason the actress shouldn't be whited-up - or even 'pinked-up' - for the role (again, without knowing the play), if that's what the director wants - even if they are just trying to "create a buzz". Don't understand why anyone would 'look askance' at it ...