Gwyneth Paltrow posing for Max Factor photo shootWe’re used to seeing Gwyneth Paltrow, 39, on the red carpet but it seems we’ll soon be viewing her in close-up, too.

Gwyneth has just been signed as the new face of Max Factor. She’ll act as the brand’s  ‘inspiration’, and will star in their new ads starting in November. For the campaign, make-up artists were set the task of creating a number of looks for the A-list actress to reflect the different aspects of her life.

World-renowned make-up artist and Max Factor’s Global Creative Design Director, Pat McGrath says of the collaboration, ‘I tasked eleven of our national make-up artists to create three glamour statements for Gwyneth. These were to be inspired by her life and the different roles she has to play – model, actress, mother, singer.’

It’s been a good week for Gwyneth, who turns 40 later this month. On top of signing the Max Factor gig, a US mag named her the world’s best dressed woman.

What do you think of this news? Is it a positive step for 35+ women? We’d love to hear your thoughts below.