I have this problem too, and I'm a guy. A little "fat" in the cheeks of the ladies is not that bad. I think it's pretty on them. Firm cheeks on the ladies will make their face look angular, which some might say is "mannish," so I say keep the extra fat, ladies.
(But I know, to each their own). Anyway, for guys like me who are fit, chubby cheeks are unattractive. I look like an adult with a 10-year-old's head. hehe