Odd. Did they change femshep from the demo to the full game? Because from what I reclaim, femshep on the demo looked a bit similar to the artwork one (I used her for my first playthrough in the demo).
Same as the demo. Her hair and face are totally off though, Bioware aren't exactly great at converting concept art into character models but they at least trump Bethesda in that area. Oddly enough Male Shepard looks just about spot on with the artwork.