Images: Max Factor

By now you may have heard that Marilyn Monroe is the face of a new Max Factor campaign (if not, you obviously need to follow us on Instagram).

And we know what you’re thinking, ‘But… how? She’s dead.’

Since that’s exactly the same reaction we had, we asked the brand for more clarification on how you posthumously appoint one of the most famous Hollywood actresses, as Kanye would say, of all time.

Max Factor has confirmed they “signed” Marilyn through her estate, as both her name and images are trademarked.

They are working closely with Authentic Brands Group (ABG), a brand development and licensing company that looks after the Marilyn Monroe ‘brand’ on the campaign. Both ABG and her estate have input on and approve everything Max Factor creates and distributes while using Marilyn as their global glamour ambassador for 2015.

The new face of L’Oreal is the best one yet .

“Marilyn Monroe is the ultimate glamour icon and this pairing is a natural fit,” said Nick Woodhouse, President and CMO of Authentic Brands Group. “We are thrilled to bring Marilyn and Max Factor together again in this exciting partnership.”

Now, we’ve got the how out of the way, here’s the why: 2015 is set to be a huge year for the makeup brand. It marks the 80

th

anniversary since Mr. Max Factor Junior opened the doors of his Hollywood make-up studio. Where he performed makeovers on some of the biggest names at the time.

His biggest ever transformation? Norma Jeane to Marilyn Monroe. Norma Jeane entered his Blonde Room in the late 1940s as a brunette, and thanks to Mr. Max Factor emerged with platinum blonde hair and her signature red lips.

4 red lipsticks for red lipstick phobics.

Max Factor Global Creative Design Director, Pat McGrath says, “Marilyn made the sultry red lip, creamy skin and dramatically lined eyes the most famous beauty look of the 1940’s and it’s a look that continues to dominate the beauty and fashion industry.”

“Ruby Tuesday, inspired by one of Marilyn’s favourite Max Factor lipsticks, is still my go-to red today for an instant shot of glamour, and continues to be one of the most popular shades for both make-up artists and real women. It’s the ultimate glamorous red.”

Max Factor Ruby Tuesday lipstick - pick it up at Priceline here.

Max Factor is also launching #GlamJan, a rallying call encouraging women from around the world to glam up with make-up and undergo a personal glamour transformation they never imagined possible - inspired by the Norma to Marilyn story.  The social media campaign led by make-up-artistry icon, Pat McGrath and famous faces including renowned fashion model, Candice Swanepoel, invites women to post their most glamorous transformation selfie throughout the month of January using the hashtag #GlamJan.

If you're thinking of going the full bombshell this January, may we recommend Max Factor's killer Glide and Define Liquid Eyeliner? It's crayon-like applicator is excellent for those of us with shaky hands.

Celebrities who have channelled Marilyn Monroe

Miley Cyrus

Gwyneth Paltrow (for Max Factor)

Michelle Williams

Madonna

Lindsay Lohan

Lady Gaga

Mira Sorvino