Gwyneth Paltrow for Max Factor

Posted on July 14, 2014

Gwyneth Paltrow, professional lifestyle judger and former Most Beautiful Woman in the World, was cut a check by the good folks at Max Factor to convince her to show off her very best celebrity impersonations in celebration of the brand’s 100th anniversary.


Gwyneth-Paltrow-Max-Factor-Style-Icons-Campaign-Tom-Lorenzo-Site-TLO (1)Gwyneth Paltrow as Audrey Hepburn representing the ’50s.

Gwyneth-Paltrow-Max-Factor-Style-Icons-Campaign-Tom-Lorenzo-Site-TLO (2)Gwyneth Paltrow as Brigitte Bardot representing the ’60s.

Gwyneth-Paltrow-Max-Factor-Style-Icons-Campaign-Tom-Lorenzo-Site-TLO (3)Gwyneth Paltrow as Farrah Fawcett representing the ’70s.

Gwyneth-Paltrow-Max-Factor-Style-Icons-Campaign-Tom-Lorenzo-Site-TLO (4)Gwyneth Paltrow as Madonna representing the ’80s.


Wait. Madonna and Gwynnie … don’t they hate each other now? We picture Madge in a mascara-streaked rage, throwing ripped-up pieces of that last shot into a gigantic fireplace, while a half dozen or so muscular South American men of fluid sexuality stand around naked, waiting to be called upon.

These are all nice enough shots, until you read the captions. Honey, that’s not Farrah Fawcett. And any moment now, if there is a just God, zombie Audrey Hepburn will claw her way out of her tomb and eat Gwyneth’s brain for insulting her. We’re a little puzzled as to why they’d tap Paltrow for a campaign like this, since she doesn’t have the kind of face that bears a lot of makeup well. She looks best when she’s clean-faced. And when you do her all up, the makeup doesn’t have much effect. There’s really not that much difference between the Farrah face and the Audrey one – and that’s pretty ridiculous.

They should’ve given this one to Kristen Stewart. Hate us for saying it if you must, but she would’ve rocked the hell out of this campaign. She’s got the kind of face that looks radically different depending on how it’s made up.




[Photo Credit: Max Factor]

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  • RussellH88

    Idris Elba looks more like Audrey Hepburn than she does.

    • Jeremiah Capacillo

      You win the goddamn internet today!!

    • nannypoo

      It makes me happy just to hear his name.

    • Julie Chase

      I just shout-laughed at my desk.

      • Liz

        Didn’t they used to call that a guffaw?

      • smayper

        me too!

    • Mismarker

      Idris would rock a kitten heel.

    • rhône

      i am SLAIN

    • Aliu

      Can I marry your brain?

    • Thomas

      I think you might break the record for the most likes. I wonder what the record is anyway.

    • bitchybitchybitchy


    • SpillinTea

      Slayed. Snaps in homage!

    • duneboi

      I got Faye Dunaway as Joan Crawford with that shot.

  • smayer

    The Bardot one looks good, but maybe that’s because we can’t see her eyes…

    • FibonacciSequins

      With long blonde hair and heavily made up eyes, almost any pretty girl (or boy) can pull off Bardot, I think.

      • teensmom99

        Ummm, maybe good but nothing like Bardot who in the equivalent pictures looked like walking (or crouching) sex. Pheh.

        • bitchybitchybitchy

          Bardot in her prime was the epitome of “Everyone wants to Do Me”.

          • formerlyAnon

            The epitome and the essence.

          • bitchybitchybitchy


    • Melissa

      See, I think that one ages her. And the hair looks wig-like (maybe it is a wig?).

      • minnye

        Yeah, that’s the worst one.

    • sundaynightaddict

      When Is aw it, I thought, “Oh, Gwyneth Paltrow as Sienna Miller. OK.”

      • scoobynacks

        I said that and then scrolled down to see you got there well before, apologies. It’s all I can see. She’s playing Sienna there.

    • Garcia Loca

      Funny, I thought that was the one that looked the worst. Ratty hair, harsh makeup, vacant facial expression, but most egregiously, any lack of FRESHNESS and SENSUALITY that were Bardot’s hallmarks at her peak of popularity.

      • Little_Olive

        Exactly. No ease here.

    • FuhUgh

      I thought it was “Jenna Maroney” (Jane Krakowski). I am not seeing Bardot there.

    • formerlyAnon

      I’m not so enthused. Bardot had way more hair and projected “IT” by the bucketload. Paltrow is like the anti-IT.

  • Jessica Smith

    I’m getting serious Kate Hudson vibes rather than Farrah Fawcett.

    • teensmom99


    • Rhonda Shore

      I was getting Cheryl Tiegs vibes.

      • K. Hampton

        I agree with you. I see either Cheryl Tiegs or Cheryl Ladd. I can sense a Charlie’s Angels vibe.

      • FuhUgh

        I thought it was “Kinda young, kinda now, Charlie. Kinda free, kinda WOW, Charlie…” That’s the only Charlie I was getting from that particular look. However, both Shelly Hack and Cheryl Ladd were “Charlie girls” and latter-day Charlie’s Angels.

        • Rhonda Shore

          that too!

      • bitchybitchybitchy

        Good reference, as I think that Gywneth shares the fresh-faced, casual good looks that were Cheryl Tiegs’ trademark.

      • duneboi

        Me too

    • Janice Bartels

      Kelly Ripa pretending to be a model.

    • halleygee

      I’m not getting any vibes other than Gwyneth – TLo are right, she looks exactly the same in them all, and exactly like herself.

      • PeaceBang

        They’re all so very, very bad.

    • Skippy Devereaux

      I was thinking maybe Cheryl Ladd or Susan Blakely or maybeeeee Elecktra Woman without Dyna Girl? LOL

  • Capt. Renault

    And Gywneth Paltrow as Gwyneth Paltrow, representing the 90s.

    • Anna

      I would’ve done her up in full Jennifer Aniston/Rachel Green drag for the ’90s one. Just think of how fun it would’ve been to tell her that she has to dress up as her ex-BFF and “That TV girl,” she once snidely dismissed all in the same campaign.

    • gabbilevy

      As pictures, they’re not terrible. As “Audrey,” “Brigitte,” “Farrah” and “Madonna,” they’re terrible.

      • Garcia Loca

        I think you’re being generous in the first half of your comment.

        • demidaemon

          Me too.

      • Imasewsure

        I liked the first one since she looks so much like her mother there… not a model though… KStew would have been much more fun

  • Thomas

    That’s an insult to Audrey Hepburn’s memory.

    • Anna

      Preach. Or as Audrey said, “Makeup can only make you look pretty on the outside but it doesn’t help if you’re ugly on the inside. Unless you eat the makeup.”

      • demidaemon

        And eating the make-up in certain periods of time may have ill-fated consequences. Perhaps that was the underlying meaning. 🙂

    • SophieB210

      Harder to recreate though since it’s really the clothes and accessories doing all the heavy lifting, both for “Audrey” and “Madonna”

  • Jeremiah Capacillo

    Is that supposed to be Farrah Fawcett’s hair? doesn’t. even. compare.

    • Aliu

      It’s like they forgot that Seventies= big, glorious hair… not limp noodles. Even the Brigitte hair lacks the tousled, voluminous perfection of the actual Brigitte. Hairspray, people!

      • Eclectic Mayhem

        She probably wouldn’t let them do any backcombing.

        • Garcia Loca

          She probably doesn’t have any left to backcomb from all the harsh bleaching and extensions.

          • Eclectic Mayhem

            Good point!

      • MoHub

        And lots of teasing!

      • scoobynacks

        She looks more like Sienna Miller than Brigitte in that shot.

    • DuBey2

      Farrah Fawcett: the name which launched a Thousand (more likely, 10,000) haircuts.
      Ask any hairdresser at any small town in America from the ’70’s.
      DEFINITELY needed a ton more extensions to do Farrah.

      • My third-grade teacher had the most perfect feathered Farrah Fawcett hair, I found it totally mesmerizing. In retrospect, she was way out of date since that was 1993, but it was Her Look.

        • DuBey2

          Yes, well, those same hairstylists had to wait until Jennifer Anniston before the next (everybody wants to BE ME Hairstyle came along). Unless you count the aberration that some of us, ahem, did with the Ice Skater (Dorothy Hamill) haircut!

          • bitchybitchybitchy

            I know a perfectly lovely lady who has had the Dorothy Hammill for many, many years, and it still works for her.

  • SSSSNNNOOOZZZZZEEEEE. Literally anyone else would have been better. Gwyneth is fine for what she does, but she isn’t THIS. zzzzzzzzz

    • Wendi126

      The intangible all these women have is a sensuality totally lacking in Gwynnie. Part of what made them icons.

      • She is the anti-sensual. No sensualist could keep that diet.

        • demidaemon

          You put into words what I’ve been trying to formulate. Thank you.

        • Exactly what I was thinking.

  • nannypoo

    Dumbest ad campaign ever.

  • Paula Pertile

    i don’t get this at all.

  • Kim Elmore

    The Brigitte Bardot isn’t bad

    • CB

      The eye makeup is good but the wig is…not.

    • Rhonda Shore

      She doesn’t ooze sex the way Bardot did back then.

  • elleg929

    Horrifying. Who thought this was a good idea??

  • hyperionic

    Agree that Gwyneth was a terrible choice but Kristin Stewart doesn’t have the presence to pull this off either. She can wear a lot of makeup but she’s not a chameleon.

    • jspark

      I would have like to see Mila Kunis personally, or better yet, Mia Wasikowska.

      • Hetha Innis

        Mia, yes!

    • FuhUgh

      Madonna herself would have knocked this out of the freakin’ park.

      • bitchybitchybitchy

        Madonna had that talent for reinventing herself, and inhabiting different personas. I don’t see that in Gwynnie

  • Kent Roby

    Wax (or Wacks) Factor.

    • kimmeister

      Frankly, I was a little surprised that Max Factor is even still around!

  • joancarol

    Gwyneth Paltrow as Brigitte Bardot makes me want to punch her

    • FrigidDiva

      Gwyneth Paltrow as Gwyneth Paltrow makes me want to punch her.

      • bitchybitchybitchy

        Rather like that scene in “Airplane” in which the passengers are lined up to smack the hysterically screaming lady, amirite?

  • Without the captions, I would have no idea who she’s supposed to be in each photo. Wait, I did recognize the failed attempt at Audrey Hepburn. Complete fail on this ad campaign.

    • giddypony

      I thought the Bardot was Adele

      • Adele Dazeem? Hahahahaha. Oh, that’s not right.

      • AnneElliot

        My first thought was Grace Kelly, kind of.

        • scoobynacks

          Grace Kelly with sex hair and heavy eye makeup?

    • Wink

      I, too, recognized the failed attempt at Audrey… but only because of the hairstyle, black dress and pearls. This campaign was a bad idea that should never have made it past the brainstorming session.

    • DuBey2

      The only reason we “recognized” the Audrey attempt was the tons of jewelry in the background, the super soft background lighting, and the universally recognized pose, etc from Breakfast at Tiffany’s.

      • Yup. Hair’s all wrong. Dippy expression is all Gwyneth. Do people still say “dippy”?

        • alyce1213

          When it comes to Gwyneth, yes. I think it’s even in her Wiki page.

        • demidaemon

          I do.

      • MoHub

        Just don’t let her sing “Moon River.”

        • DuBey2

          I love Moon River. (So I wouldn’t want to hear GP sing it) Used to play it on an LP my parents had. Probably from this movie.

          • MoHub

            On the other hand, Mancini wrote it for someone who couldn’t sing, so maybe Goop has a shot at it.

          • alyce1213

            True dat, he wrote it specifically for Audrey, to be sung within one octave. I’ve read that he actually liked her version better than any other recording, including Andy Williams’.

          • Thomas

            I don’t think Audrey was that bad a singer actually. She was no Julie Andrews, but if you watch her outtakes from My Fair Lady, they weren’t that bad imo.

          • DuBey2

            I’m pretty sure that he used Moon River in 1 other Audrey movie: Charade. And I loved the scene where she & Carey are floating down the Seine river while Moon River is playing.

  • Tee

    There are not enough tools, actions or cloud space in Photoshop to fix the fact she doesn’t have the face required for this campaign.

  • siriuslover

    This is just ick. It looks like Gwynnie playing dress up–and not very successfully. Bad campaign Max Factor.

  • They should have given her wigs for these. Her hair is not thick enough for the Brigitte and Farrah ‘dos and it just looks tired and sad.

    • CB

      The worst part is I feel like it is a wig (or at least some form of extensions) for the Brigitte Bardot one. It’s just REALLY BAD.

    • sweetlilvoice

      Exactly, the whole blonde Aubrey look is throwing me.

  • muelonil

    In these pictures I see an attempt at looking like Cate Blanchett, Nicole Kidman, Jennie Garth and Lady Gaga

    • teensmom99


    • charlotte

      The last one looks like Gwyneth as Cate Blanchett as Bowie.

      • Carleenml

        It would’ve taken me 100 guesses before I got to Madonna. Not seeing Madge a’tall.

  • FibonacciSequins

    Gwyneth just can’t pull off most of these. She was okay as Brigitte Bardot, but she should have been Grace Kelly instead of Audrey Hepburn, Cheryl Tiegs instead of Farrah Fawcett, and Annie Lennox instead of Madonna. And yes, KStew is a much better chameleon than Gwynnie.

    • Thomas

      KStew probably would have been a good choice, but I can see Emma Watson pulling these off better as well maybe.

      • FibonacciSequins

        I’d rather see Emma try than Gwyneth, frankly.

        • Snailstsichr

          Heck, I’d rather see Emma Roberts – and I always find her disappointing.

  • Mismarker

    Kevyn Aucoin is spinning in his grave.

    • RIGHT?!?

    • FibonacciSequins

      God, yes.

    • That was my first thought, as well! He had Gwynnie do Faye Dunaway as Bonnie (of “and Clyde” fame), and it sort of worked? Sort of? I think he had her do a Julie Christie, as well. Even then, she still basically looked like Gwynnie.

      • Mismarker

        Kevyn Aucoin made her a pretty believable James Dean in one of his books. In the hands of a more gifted makeup artist, this campaign may have worked. It’s too safe. Also, wigs may have helped.

        • Ooo, I do remember that! Oh, what could have been…

        • decormaven

          The hair in each shot is completely wrong, save maybe the Audrey up-do. The volume in the Farrah hair is laughably off.

          • formerlyAnon

            Yup. They should have just put her good wigs.

    • SewingSiren

      Max Factor too.

  • Anna

    This is the opposite of Lupita’s Lancome campaign. DO NOT WANT.

  • Jessica Freeman

    So its really: Gwyneth, Gwyneth, Gwyneth and Gwyneth.

  • Gwyneth Paltrow as Nicole Kidman as Brigitte Bardot.

  • Nika E

    Not cute. They are giving me the serious zzz’s. So boring…

  • Judy_J

    Makes me want to never use Max Factor products again.

  • mmebam

    If you are going to do vintage celebrity look-alike, then you need to pony up the money for multiple look-alikes. If you’re going to do make up over the decades, then get someone with a “blank canvas” for a face.

    Also, I like Paltrow with make up. The underdone face bugs.

  • Janet B

    No. No. No.

  • abishagijh

    They’ve dragged Audrey Hepburn onto the TV to sell some sort of candy, and it looks better than this.

  • suzq

    Forget the celebs. It’s a dumb campaign. Gwyneth is aging quite beautifully and gracefully. Why can’t Max Factor celebrate that?

    • Qitkat

      Yours is my favorite comment on this campaign.

    • bitchybitchybitchy

      That’s a good question. It would have shown some imagination to celebrate a woman as she moves into her 40’s.

  • RescueMe23

    Oh Ms. Paltrow – you are no Madonna. You’re not fit to breath the same air…bye now.

  • sweetlilvoice

    The Madonna is the worst. If I were Gwynie, I would watch my back. I have to agree that almost anyone would have looked better in these photos, even Kristen. She would have rocked the Bardot look.

    • understateddiva

      The Madonna is truly the worst – and who directed her to look off into the distance? Have you ever seen a photo of Madonna when she was not looking directly into the camera? (or maybe in profile. Never looking off wistfully)

  • marlie

    They wanted Gwynnie for this, even if it meant that they had to shoehorn her into these “roles.” She looks… fine, but not like any of the people she’s supposed to be channeling.

  • mjude

    no…go away

  • MoHub

    Not only not Audrey Hepburn, but the eyebrows are totally wrong for the ’50s, no matter who’s wearing them.

  • littlevase

    I think she looks great in the first one, and also in the second. Until you find out that she’s impersonating people. Then it’s wtf were they thinking. Also pleased to see they left some eye wrinkles in.

  • V No Privacy

    She’s not a chameleon which is what this kind of campaign requires. She looks the best in the 70s shot, however inauthentic it may be.

  • I was not getting Hepburn at all at first look. Catherine Deneuve, maybe, with an updo, in the era of her Chanel ads? Either way, it’s a fail. And I love the visual of Audrey rising up from the grave to eat Gwynnie’s brain. Happy Monday!

    • KinoEye

      Now that you say it, I do see Catherine a little. More than Audrey, definitely. But like the rest of the women she’s aping, Catherine belongs to an entirely different species than Gwyneth. That woman worked Yves St. Laurent like Gwynnie can only dream of. Not to mention, talent!

      It seems this campaign would have been a failure no matter which stars they chose for her to imitate — choosing Gwyneth is almost an insult to their legacies.

  • SugarSnap108

    Rise, Zombie Audrey Hepburn, rise! This insult cannot stand.

    • MoHub

      And she can bring Farrah with her.

  • Danielle

    I had no idea Max Factor was still in business.

    • Lisalady161

      That was my very first thought! They’re last celebrity face was Carmen Electra! 😛

  • Lilah

    It’s like they didn’t even try. Not that I think she has acting skills to pull this off, but damn. Give it a little effort, at least.

  • Jess Collett

    Nothing says ‘1950s’ like a film made in 1961.

    • decormaven

      Facts. Who needs ’em?

    • Thomas


  • kduffin7

    Max Factor would have done better simply to caption this campaign by the decade rather than ask Gwyneth Paltrow to portray iconic personalities. She just does not have the chameleon-like features to pull it off. Now, Kate Moss….

  • MilaXX

    She looked like exactly none of the people she was supposed to be made up like. I mean none as in you couldn’t even see an essence of the person she was supposed to be emulating.

  • MartyBellerMask

    Just…. LOL.

  • LCTerrill

    Yeah, this needed to be a campaign for Emma W or Lily Collins/Camilla Belle (they are interchangeable in my mind).

  • madscntst

    Gwyneth Paltrow as Audrey Hepburn? I don’t think so.

  • cocohall

    The whole campaign mystifies. Gwynnie is not exactly a baggage-free celebrity. She routinely creates ill-will for herself with her pronouncements on, well, everything. And then to attach that prickly persona to some of the most beloved female icons of beauty just seems so bone-headed. I would love to know HOW this came about. Was Gwynnie their first choice? Were the ad execs thinking that the references to other celebrities would borrow good will for their products despite it being obviously a Gwynnie campaign? Did Gwynnie’s PR team go into overdrive to get her this campaign in the wake of her conscious uncoupling and unsafe Vespa driving with kiddies in tow? It is a head scratcher. What it is NOT, is an effective campaign for Max Factor. And that’s the biggest sin in advertising. Creating attention, but NOT for the product.

    • demidaemon

      I think you put more thought into the casting that the ones in charge did. they probably thought the following: GOOP, big star, cast her, make money. Not so sure the last part of the plan will happen, though.

  • Fordzo a.k.a. Fancy Mukluks

    Did Brigitte Bardot have stringy, greasy hair?

    There is one photo, of Brigitte laying on her tummy, in a cute bikini with a camera, that I’ve looked at and thought, “That looks like Gwyneth Paltrow, but with some meat on her bones.” THAT’S the photo they should have tried to recreate.

    • not_Bridget

      At first look, I thought she was playing Courtney Love…

  • queeniethebold

    Wow, is this ever dopey and lame.

    Gwyneth Paltrow as AUDREY HEPBURN? Who were the brainiacs who came up with this, and what were they smoking or ingesting when they did?

    Awful. Just awful.

    She doesn’t look like ANY of these icons. Not even remotely! i’m getting all stabby just looking at them.

    • bitchybitchybitchy

      You want to ask the question, did any of the creative minds who are behind this campaign really understand what made these women iconic? Not to pile on Gwyneth, but as other BK’s have remarked, Gwyneth is not the kind of actor who inhabits a wide range of characters.

  • HeisenbergHattie

    I notice a complete lack of sparkle in Gwynnie’s eyes. That’s what makes her photos flat & lifeless. The original icons each had/have ‘something alive’ going on behind their eyes. This is just sad.

  • I kind of like the Brigitte Bardot one, but it may be because it’s the only shot where Gwyn looks entirely unlike herself, because, with the exception of when she was Margot in Royal Tenenbaums, I HATE HER CONSTANTLY SMUG FACE. And she always looks smug. The “Audrey” shot legit makes me angry. The “Madonna” and “Farrah” shots just look like confused question marks.

    • FrigidDiva

      The only movies I can stomach her in are Iron Man movies and her bit part in The Avengers, otherwise she just makes me stabby.

      • Eclectic Mayhem

        Right there with you. She’s enormously (astonishingly) likable as Pepper Potts, I’m putting it down to the power of RDJ’s aura.

      • Shawn EH

        I think Pepper Potts is a nicer person than Gwyn-Pal, somehow.

  • Lisalady161

    I couldn’t agree with you more, Uncles. Gwyneth is no chameleon when it comes to looks.

    • Shawn EH

      Oh, I dunno, I see Gwyneth as: Diane Lane, Britney Spears, Heidi Klum and Claire Danes, respectively. Not exactly what they were going for ….

  • KT

    She looks hilariously wrong in all of these. Totally agree that this was not the campaign for her.

  • Deansweetie

    They hired a 41-year-old woman to portray Madonna in the 80’s (when she was in her mid-20s)? There’s not enough makeup in the world to pull that off.

  • This looks like “Gwyneth Paltrow doing Kate Hudson in period drag”. They called me mad in 1999 when I pronounced my pronounced dislike of Gwyneth Paltrow. I knew the world would catch up.

  • holla

    they should get natalie portman to do these. or anne hathaway

  • decormaven

    Somebody at Max Factor needs to get off the hash pipe. There’s no way in the world – nay, the universe – that Gwyneth Paltrow can capture the essence of any of these stars. “That was not only a lie, but an insult to dead heroes and to the women who loved them…”

    • Eclectic Mayhem

      Don’t the bods at Max Factor know how unpopular Ms Paltrow is?!!!

      Also liked for the All About Eve quote.

      • decormaven

        Thanks! I thought a little Addison DeWitt was called for in this circumstance.

        • bitchybitchybitchy

          Followed by Margot Channing chomping on a very crisp celery stick and calling for “encore de Champagne”

          • decormaven

            “That’s what I said, Bub.”

          • bitchybitchybitchy

            “All about Eve” is in my personal top ten favorite movies of all time, and I adore Margo Channing.

  • Aliu

    The campaign is missing one thing that all those decades had: HAIRSPRAY!

  • Violentcello

    Ms. Hepburn would be far too ladylike to react to that first shot. I’m happily picturing Ms. Bardot yanking out that lank, greasy hair in response to the second shot. Gwynth Paltrow as Brigitte Bardot, my ass.

  • gitchygitchymama

    corporate uncoupling coming right up!

    • DuBey2

      Like x 1,000

  • MarieLD

    I could have a done a better job.

  • I’m so sick of her! It’s insulting to have this bleh-faced trick representing these iconic beauties- Audrey and Farrah are probably spinning in their graves!

  • furyleika

    Wrong, Max Factor. The first shot is clearly Pepper Potts.

    • Eclectic Mayhem

      Mnyeeeeehhhh – nope, if it were Pepper Potts I’d like it more! 😉

  • AzaleaP

    Audrey Hepburn HAH! Grace Kelly, Maybe.

  • Eclectic Mayhem

    No, no, no, no, no, no, no. Just no.

  • BLauDGaspode

    So horribly, hilariously wrong. Why do the powers that be keep trying to get the people to like Gwynnie?

  • DuBey2

    hmpf. max factor. I’m surprised the esteemed Gwyneth stooped to what she surely must have thought was “SO Low”

  • DominoEstella

    eh.. she just looks like GP and nothing more.. boring.
    Where the hell do you buy Max Factor anyway? I haven’t seen it around in years.

    • martha

      They don’t sell it in the U.S. anymore.

  • Qitkat

    My Audrey Hepburn is spinning like a til-a-whirl over this travesty.

  • DuBey2

    I feel confident that Max Factor makeup was nowhere near the faces of any of those fashion icons when they were choosing their own makeup.
    The one good thing, now, would be if Gwyneth had to, all the time, wear the inexpensive Max Factor products and NO Others!
    Soon there will be tiny tattoos of the products on the jawline of actresses showing the makeup they represent. Look out, Bey, JLo, and all the rest!
    ReBRANDING yourself, indeed.

  • Mothra

    I don’t EVER remember Madonna wearing that color pink lip.

    • And were are the brows of doom? The beauty spot? The raccoon eye liner? The single gigantic star earring?

    • poggi

      The makeup seems more Deborah Harry than Madonna.

  • Katherine Briganti Cobb

    I like it.

  • Sofia

    Get real, Gwyn does not have the beauty, style or elegance to emulate Audrey Hepburn.

  • evave2

    This is bizarre but doesn’t her face look like they did something to it in the Madonna photo?

    This is a strange campaign. I don’t hate Gwyn (I gather her self-absorption gets to people) but this does nothing for her or for the product.

  • frannyprof

    The Audrey shot is ridiculous. Does Max Factor not know how much Gwynnie is disliked by the entire world and universe?

  • Dreamwr8tr

    Gwyneth Paltrow has no presence, no edge, and should never be tapped for any celebrity biopic if that celebrity had either.
    She is a beautiful blank which works well for Ralph Lauren and the frothiest of rom coms which you watch on planes, not for sex symbols of yesteryear.

  • evave2

    Boy, I can;t find my earlier comment to edit. Anyway, I don’t think she has the vibe of any of these women at all and her Madonna looks like they photoshopped her face in some way (very strange). And her Audrey does not have anything at all to do with Audrey Hepburn. I don’t think it’s a Gwyneth fail so much as the whole campaign is a misfire.

  • bassfemme

    Thank you, uncles, for letting me voice my opinion of my #1 rationally disliked celeb. This is a fail of a concept for many reasons, but the main one is that Gwynnie has no substance. I don’t mean to say she is a blank canvas, because that might help. By “no substance” I mean she has erased all that was interesting about herself through her many trips to the cosmetic surgeon. When she was younger, she had a cute little pug nose and a smile like Julia Stiles. Now she has replaced them with middle of the road features. It’s ironic, because all those small changes have not made her prettier, younger, etc., it’s made her generic and wax figure-like. And thereby, a woman without substance. I can’t critique any of the pictures, because she doesn’t remotely look like any of her muses. She looks exactly like 2014 Gwyneth Paltrow in every shot.

  • nycfan

    She looks better in 70s drag than I would have expected, but tag THAT as the Farrah look and you’re nuts. Aside from looking nothing like Audrey Hepburn in the first shot, she is aged by the make-up or lighting or something. And the 80s “Madonna” look is a complete FAIL. Looks like a locally produced car dealer commercial impersonation of a Madonnawannabe …

  • snarkykitten

    Dude, my dad looks more like Farrah Fawcett.

  • What a terrible bunch of choices. If you have Gwyneth wouldn’t you do Grace Kelly, Twiggy, Olivia Newton John, and the guy from Flock of Seagulls? It’s like she was set up to fail. I actually think she could have done a decent Farrah, but this isn’t it. Farrah seems a weird choice for a make-up ad anyway, since she was the clean-faced beachy California blonde.

    • alyce1213

      You have a much better imagination than the people who dreamed up these “tributes,” which are not only ill-conceived, but poorly executed.
      Bowie is a fabulous idea (she could have pulled that one off, with the right stylists).

    • formerlyAnon

      Bowie is genius. She really could have gotten everything but the spark in his eye.

  • kalisa

    Can’t think of anyone LESS Bardot-bombshell than Gwenie.

    • alyce1213

      Polar opposites. Icy cold vs smoldering hot.

  • HeatherMcIlrath

    The party responsible for doing her hair should be ashamed of him/herself.

  • H2olovngrl

    Someone at Max Factor is gonna be looking for a job tomorrow.

  • Garcia Loca

    If I were Brigitte Bardot, I’d go into murderous rage! Or any one of these ladies, really.

  • MoHub

    What if they’d gone for Grace Kelly in the ’50s look? Not that Gwynnie will ever be on the Princess’ level, but the imitation might be closer.

    Actually, I think Gwynnie’s mom could probably pull of Princess Grace, even at her current age.

    • Anna

      That would have worked better since they both have square jawlines and similar coloring. As TLo said, Gwyneth looks better with minimal makeup – and Grace typically wore minimal makeup as well (although she did go a little nuts in the late 60s/early 70s…but who didn’t).

  • Anna

    Gwyneth’s bone structure is strong – kind of like Angelina Jolie (not that the two look alike, but they have strong jawlines and cheekbones) – and great bone structure doesn’t always work well with diverse makeup looks.

  • ThaliaMenninger

    I say give this campaign to Tatiana Maslany. Now there is a woman who can look different when required. Maybe Kate Winslet. But Gwynnie looks 100% Gwynnie no matter what you do with her. She is no more Farrah in that pic than Catherine Deneuve or Shelly Hack or any other blonde from the 70s. And Madonna… HAHAHAHA! It’s like uptight girl from the Upper East Side slums it for Halloween or something, and everybody has to ask her what her costume is. As for me, I had to read the captions to figure out who she was supposed to be in all of them.

  • portlandmermaid

    Noooo. If I squint I kinda sorta see Jane Fonda and Shelly Hack in 2 & 3. Marilyn Monroe did it best in Life Magazine, 1958.

  • SierraDelta

    Do we really need to be reminded by Max Factor that our goop-y Gwynie is sui generis?

  • demidaemon


    This was a stupid idea with horrid results. Irritating.

  • Kelly

    These are all so wrong that for a split second I actually came within a few hundred miles of feeling a tad sorry for GP. But I quickly came to my senses. People who indulge in smug, entitled classism deserves no sympathy — just epically bad ad campaigns.

  • Tina

    The Madonna one, I can see some Marlene Dietrich-ey look if I squint but I’m sure that’s just my new eyeglasses.

  • Those pictures make me sad. On the upside, another reason to (slightly less) irrationally hate Gwynth.

  • PinkyK

    Oh how I love you guys and your perfectly phrased commentary!

  • Tracy_Flick

    It almost looks like someone took the exact same image of her face, and photoshopped the rest.

  • Man Dala

    In the last shot she looks like Lisa Kudrow in “Romy & Michele High School Reunion” — “My shoe is filling with blood!”
    Now, seriously. I saw this a few days ago and I agree, she neither looks like nor embodies ANY of the stars she purports to represent.

  • bitchybitchybitchy

    And any moment now, if there is a just God, zombie Audrey Hepburn will claw her way out of her tomb and eat Gwyneth’s brain for insulting her.

    Yes. Nothing against Gwyneth, but this is an odd campaign for her;as TLo noted, she looks best with a clean face, or very natural looking makeup.

    I do love TLo’s description of an enraged Madge surrounded by Meditteranean studs!

  • gingerella

    It is a mystifying choice, since the last word anyone would use to describe GP is “chameleon.” (Or maybe the second-to-last word.) She’s always square jaw, yellow hair, Charlie Brown head. (This all comes across as meaner than I intend — the sum is very pretty — but her features are quite exaggerated.)

  • PinkyK

    Her Bardot looks more like Tara Reed…

  • myra

    I hate seeing Audrey Hepburn drag on women who are unworthy of it.
    And that second picture looks more like Courtney Love than Brigette Bardot

  • Annistella

    Her Bridgette Bardot hair actually looks crunchy. Hang on a minute – if I stare at it too long it becomes a mullet. Save yourselves!

  • SuzyQuzey

    She is SO not up for this. Really bad choice, Max Factor.

  • Gina Mondzelewski Small

    And these were the “good” pics that made the cut! Can you imagine what the rejects looked like? What a shitstorm of awfulness.

  • berkeleygirl

    I thought the Bardot shot was supposed to be Jane Fonda.

  • Melmmmendes

    That sad attempt at sexy tousled Brigitte Bardot hair makes me laaaaugh and laugh. And cry.

  • quiltrx

    She gives NO face and I give NO fucks for this ad campaign.

  • Shawn EH

    This is like when Nicole Kidman embarrassed herself impersonating Anita Ekberg. Just clueless!

  • formerlyAnon

    Also: Stewart, I will believe until disproven, could project some sensuality. Paltrow not only projects NONE, she is palpably sucking any ambient sensuality in this photoshoot into a black hole of oblivion.

  • Was she actually at the photo shoot…or did they just photo shop her into the layout?

  • Crystal

    That Bardot is just sad.

  • StrandedFashionista

    The Audrey one is ‘Gwyneth in ‘The Talented Mr. Ripley” and the Farrah one is ‘Gwyneth doing the Iron Man 2 press tour.’ She’s just playing versions of herself in this.

  • lisasimpson2010

    I would never in a million years been able to guess she was supposed to be Audrey Hepburn in that photo (or really that any of the photos were supposed to be her ‘as’ other people). It just looks like a bog standard photo of GP in a black dress, no different to her regular red carpet look.

  • acevedob

    Best quote EVAH!!! “…if there is a just God, zombie Audrey Hepburn will claw her way out of her tomb and eat Gwyneth’s brain for insulting her”

  • lundibleu

    She looks best in the Hepburn shot but nothing like her.

  • Mr. J.

    Personally, I want to get paid a million dollars to dress up as famous people while not looking like any of them.

    And that is NOT Audrey Hepburn. It’s Tippi Hedren. Who is also a bigger star than Gwyneth will ever be.

  • Columbinia

    Well, she sort of evokes four different decades. Sort of.

  • She actually worked Brigitte and Madonna quite well.

    “…while a half dozen or so muscular South American men of fluid sexuality stand around naked, waiting to be called upon.” Lulz

  • Devin Mainville

    The Audrey Hepburn look is clearly meant to be from Breakfast at Tiffany’s… which came out in 1961. Great researching, Max Factor

  • katarama

    oh hell no.

  • AMartel

    Seriously? She’s pretty and competent but this woman is only famous because of her parents. Also, she seems to have a super annoying personality.
    I am so tired of having second and third raters foisted upon me by all aspects of the entertainment industry simply because someone owes someone a favor.