Gwyneth Paltrow is a hot ass mess, and something she just cannot do – besides get the stick out of her ass – is “let loose”. I literally cannot imagine the woman not in pressed linen pants or, say, eating a large pepperoni pizza in pyjamas that are stained sort of a weird purple colour because she accidentally put them in the wash with the darker stuff. She’s just not capable of it, and that’s why her new Max Factor campaign is a massive fail.
For the ads, which are part of Max Factor’s 100 years of Glamour anniversary/Modern Icon campaign, Goopy dresses up like four beauty icons: Madonna, Farrah Fawcett, Audrey Hepburn and Brigitte Bardot. She carries off exactly none of them.
See what I mean? I know that Max Factor as a brand wants to convey a certain level of glamour and seriousness – especially since they aren’t exactly marketing to the teen crowd – but like… why? Why Gwyneth Paltrow as the face of your brand at all, really? I would lay $100 bet on the fact that she’s never touched an item of their makeup (other than, say, for photoshoots) and would turn her nose up at drugstore beauty purchases. After all, they’re not organic and don’t contain ingredients that were milked from the teats of forest squirrels or whatever she’s into. It’s just not believable.
What do you think?