what do I do to get lip lines to be more prominent?

on Gen8 I see promos of products where lip lines are defined, making the mouth look more human

it seems when I render Gen8, V8, Mie8, etc I dont see them. the lips look good, but no definition in the lines. I tried putting bump map in the displacement and upping the sub division, and looked to shee if there is an HD morph paramter I'm missing somewhere.

Anyone know what I'm doing wrong?

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