The campaign shows the 41-year-old actress as we've never seen her before; styled as the most iconic stars from the last century. Each look aims to capture the essence of the beauty associated with the specific time but with a modern twist.
Oh, and did we mention you can recreate them now? All of the products used on Gwynnie are available to buy from a Max Factor counter as we speak, meaning there's no waiting around for a new product launch.
The first image sees the Iron Man star take on the ladylike and timeless beauty of Audrey Hepburn. The bouffant beehive teamed with the subtly winged eyeliner, nude lips and flawless skin really nail the look of the '50s starlet in her most recognisable role, Breakfast At Tiffany's.
Next up we see Gwyn tackle the swinging '60s in a look reminiscent of Brigette Bardot; the French actress who dominated the decade. Known as the ultimate 'sex kitten', Bridgette's style was all about big bed-hair with liquid-lined eyes and a soft, peachy complexion, all of which are seen in Gwyneth's turn as the big-screen darling. Oh, and we love that cable knit too...
Kicking off the '70s look, the brand chose Farrah Fawcett as the superstar to recreate for this glamorous shot. The bronzed cheekbones and fanned out eyelashes were the quintessential look of the party scene back in the day - just throw in lashings of gold sequins and you've got the look nailed.
Last but certainly not least is the '80s - arguably one of the most energetic and playful time-frames in make-up history, and who better to emulate than the Queen of pop, Madonna? With her brightly-shadowed eyes and neon pink pout, this is one look we never thought we'd see the usually classic Gwyneth rocking. All in the name of beauty, eh Gwyn?
Speaking of the campaign, the brand told us, 'With such a rich heritage in Hollywood Glamour, Max Factor has gone back to its roots to celebrate the iconic work of Mr Max Factor… the original architect of personal glamour and the man responsible for some of the most transcending beauty looks of all time.'
If you needed any beauty-inspiro for Saturday night, this is definitely it. Way to go, MF.
Tell us and Max Factor which retro look you love best by tweeting @InStyle_UK and @MaxFactorUK with the hashtag #Audrey, #Brigitte, #Farrah or #Madonna...
By Maxine Eggenberger