Max Factor Get ready, folks: You're about to do a major double take.
Gwyneth Paltrow has gone retro—again!—for the latest installment of her Max Factor campaign, a promotion in which she has channeled icons Audrey Hepburn, Brigitte Bardot, Farrah Fawcett and Madonna as recently as July.
The campaign offers a modern take on beauty throughout the decades, although the Marilyn ads feature Gwyneth with the same coy, come-hither expression that made Monroe the iconic image of the '50s—and one of the most memorable and venerated faces in beauty of all time.
Photos show Paltrow with tousled platinum waves, a sultry red lip and eye-widening mascara. She sports a peach cardigan and skin-tight, polka dotted pedal pushers.
In previous ads, Gwyneth recreated Hepburn's famous beehive from Breakfast at Tiffany's, Bardot's voluminous blond waves, Fawcett's feathered locks and Madonna's eclectic '80s makeup.
The 42-year-old has been busier than ever: It was announced in early October that the actress is designing her own fashion line (to be sold on her lifestyle website Goop in 2015), and she's been keeping her figure sleek and toned with high-energy dance classes run by pal and longtime trainer Tracy Anderson.
What do you think of Paltrow's Marilyn-inspired ads?