"Argh! Even with my limited knowledge of marketing I know that you NEVER EVER showcase something that a customer can’t buy." @Ethiopia
I totally agree with that! If I like the character showcasing a hair item, I have probably bought in to the whole concept: Hair+Character = "I buy it!"
It's really stupid to not realize that you should tell exactly what you are using in a promo pic (including giving info about custom characters), because if the viewer likes what he sees he/she will also need your item in order to create what he/she likes = more sales.