Max Factor Puts a Twist on the No-Makeup Selfie With #GlamJan Campaign
Ads Featuring Marilyn Monroe Promote Social Media Campaign
Jan 08, 2015
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.