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.
Archive: Beauty News
Women fed up with the constant pressure to look good are embracing a new trend – ‘mirror fasting’. They are trying to avoid the obsession with youth and beauty by not looking at their reflections for anything from a few days to a year.
Participants avoid reflections in shop windows, wing mirrors and even mobile phones – and those who try it report feeling liberated.
Followers of ‘mirror-fasting’ believe it helps improve body image and take focus from obsessing about appearance and looks. The trend is believed to have started, inevitably, in the United States where New York beauty writer Autumn Whitefield Madrano, 36, tried it for a month last year and wrote about her experience. She said she realised she had developed a ‘mirror face’, sucking in her cheeks and posing when she looked at herself, and added: ‘It made me feel really vain.’
Miss Madrano went on: ‘I wanted to see how much my mood was affected by the way I perceived my looks.
‘I was surprised at how quickly I stopped worrying about how I looked, and if I wasn’t thinking about it She did not shun mirrors entirely, however.
Miss Madrano allowed herself a hand mirror so she could apply her eye make-up and put a piece of paper over another mirror so she could style her hair occasionally without seeing her reflection. Miss Madrano has since completed another month-long ‘mirror fast’ and hopes to do it annually. She said: ‘It’s my way of checking in with myself, to remind myself that I don’t need to know how I look every minute to be a fully functional, capable human being.’
But Dr Phillippa Diedrichs, a psychologist at the Centre for Appearance Research in Bristol, said ‘mirror-fasting’ was another way of obsessing about appearance.She added: ‘When working with people who have issues around body image we encourage the “mirror exposure technique” – to look in the mirror and take a less critical approach.’
Working with Janelle, COVERGIRL is encouraging women to channel their artistic powers to play, change, and transform their style…and with Janelle’s individual artistic spirit and signature style to guide them, women will be newly inspired to rock their own unique COVERGIRL.
Janelle is known for her creativity, beautiful spirit and artistic “superpowers.” And, like COVERGIRL, believes in empowering women to use their beauty and strength to change the world around them. Stay tuned for more excitement from this partnership, including a LIVE Twitter chat with Janelle, in the coming weeks.
The COVERGIRL brand believes in helping women tap into what’s uniquely special about them and working it with confidence – celebrating a style that only they can rock. So it’s fitting that the beauty brand that’s all about “doing you” authentically is partnering with Janelle Monáe for an exciting new chapter of her life journey. The celebrated artist, once called a “different kind of diva” by Vogue, just wrapped her first COVERGIRL advertising shoot, which is scheduled to debut in the September issue of that publication next week. Monáe, who is already a renowned style icon with her signature black-tie wardrobe and striking hairstyle known as a “Monae,” becomes the newest COVERGIRL today, and she is on a unique mission to encourage women to use all their artistic powers to play, change, and transform.
“I believe it’s time that women truly owned their superpowers and used their beauty and strength to change the world around them,” said Monáe. “One of my core values is to help redefine what it means to be a strong and beautiful woman in the music and fashion worlds and to empower the wonderful things that make us unique. Becoming a COVERGIRL is truly an honor and a gift: it opens up a new platform for me to inspire women to feel stronger, braver and more beautiful inside and out.”
“Ever since Janelle made her electrifying arrival on the music scene, she has captured our imaginations, stirred our souls, and made us all move our feet,” said Esi Eggleston Bracey, VP and General Manager, COVERGIRL Cosmetics. “Janelle is a true force of energy and a beautiful spirit who truly delights in her creative journey, not just the destination. We’re elated and can’t wait to show the world another dimension of her artistic ‘superpowers’ as a member of our COVERGIRL family.”
This summer, Mama Mio is launching a Fit Skin For Life campaign, which aims to educate and inspire women across the world about skin fitness and help them feel more confident in their own skin.
As part of this initiative, Mama Mio has created an online Fit Skin Test (available at fitskinforlife.com) to help women understand their skin. Each woman who takes the quick test will receive a personalized Fit Skin Report, which features nutrition and exercise advice as well as tips to improve and maintain smooth, firm fit skin.
We would love for you to share the Fit Skin Test – fitskinforlife.com – with your readers too! The link expires on July 14th, so we’d love for you to share this exciting news with your readers and encourage them to take the Fit Skin Test!