Former face of Estée Lauder Gwyneth Paltrow has inked a deal with the "makeup of makeup artists," Max Factor. Fans of the US cosmetics giant will see the movie star front a six-month global campaign for the brand, starting in November.
The news is all the more surprising given the actress's penchant for English beauty products. MyFace, Boots N°7 and Little Me Organics are all brands she has raved about on her lifestyle website Goop.com.
Of 'project Gwyneth,' Pat McGrath, Max Factor's Global Creative Design Director, said, "I tasked 11 of our national makeup artists to create three glamour statements for Gwyneth. These were to be inspired by her life and the different roles she has to play -- model, actress, mother, singer."
The new campaign aims to celebrate Max Factor makeup artistry and hopes to give inspiration to other women to find the "glamour statements that are right for them."
Paltrow's signing for Max Factor comes days after Bobbi Brown announced actress-turned-fashion designer Katie Holmes is to become the first-ever face of its cosmetics range. According to industry sources, Women's Wear Daily claims former Mrs. Tom Cruise will be paid between $2 million and $3 million over the course of a multi-year deal.