Women’s Wear Daily
04.17.2014
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Max Factor Signs Gwyneth Paltrow

The actress will star in a six-month campaign that launches in November.

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Gwyneth Paltrow Max Factor

Gwyneth Paltrow has a new beauty gig as the “creative inspiration” for Max Factor’s makeup artists. The Procter & Gamble Co.-owned makeup brand said Thursday that Paltrow will star in a six-month Max Factor campaign that launches in November, in which she’ll model looks created by the brand’s makeup artists to reflect the different aspects of her life.

The announcement comes hot on the heels of Paltrow signing as the ambassador for Hugo Boss’ new women’s fragrance, Boss Nuit Pour Femme, this summer. P&G also holds the license for Hugo Boss Fragrances, through its P&G Prestige arm. A spokeswoman for Max Factor said the firm’s relationship with Paltrow will be a “long-term” one. The upcoming campaign will span television spots, shot by Tom Munro, and a print campaign, lensed by Craig McDean, along with content on Max Factor’s Web site.

Pat McGrath, global creative design director for Max Factor, has curated the campaign. “I tasked 11 of our national makeup artists to create three glamour statements for Gwyneth,” said McGrath. “These were to be inspired by her life and the different roles she has to play — model, actress, mother, singer.” McGrath then took those ideas and created seven different looks, which will appear in the campaign. Each look will be based around three “hero” Max Factor products.

The campaign will launch globally, with the exception of Japan and North America, where the Max Factor brand isn’t present.

Esi Eggleston Bracey, vice president of Max Factor, said: “It was magical to see these creative forces coming together…our international network of renowned makeup artists, led by Pat and inspired by Gwyneth. What a combination and what stunning results.…This campaign is a real celebration of Max Factor makeup artistry and we’re hoping it will act as inspiration for other women to find the glamour statements that are right for them.”

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