Max Factor Puts a Twist on the No-Makeup Selfie With #GlamJan Campaign

Last year's "No Makeup Selfie" campaign for Cancer Research went hugely viral, as celebrities and ordinary women posted bare-faced photos of themselves to social media. Now Procter & Gamble-owned cosmetics brand Max Factor is getting in on the trend, but with a twist. It's asking consumers to post two photos of themselves side by side, one without makeup and one looking glamorous and made up, with the hashtag #GlamJan. The idea is that instead of dressing down and staying makeup- free for January, women can stay looking fabulous.

The brand has kicked off its own ads for #GlamJan, through Leo Burnett's luxury arm Atelier, featuring Norma Jeane Mortensen's transformation into Marilyn Monroe, who is its "ambassadress" for this year. (Monroe was a client of Max Factor). However it's arguably the celebrity endorsements that will give this one legs -- stars such as Gwyneth Paltrow and Coco Rocha have already posted their #GlamJan pics to Instagram. And, as with the "No-Makeup Selfie," the point is to look fabulous both before and after.