Max Factor is making Marilyn Monroe the star of its latest beauty campaign, despite the actress passing away over 50 years ago in 1962.

The move is part of the brand’s #GlamJam initiative, which encourages consumers to post photos on social media of their make-up transformations from bare-faced to glamourous.

Current brand ambassador Gwyneth Paltrow kicked off the social media drive on January 6, posting two very different images of her face with and without make-up. The brand claims that its founder, business man Max Factor was responsible for the dramatic beauty transformation in the late 1940s when Norma Jeane became international style icon . The campaign is predominantly focused on Monroe’s iconic look.

In an announcement today, the brand states, “Norma Jeane entered his [Max Factor’s] Blonde Room in the late 1940s as a brunette, and thanks to Mr Max Factor emerged complete with platinum blonde hair, a beauty look fit for Marilyn Monroe.”

Max Factor Global Creative Design Director, Pat McGrath, added, “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.”

McGrath continues, “Through expert diagnosis and make-up artistry, Norma Jeane’s facial features were pulled out and dramatized through make-up.  Her skin was creamy and flawless, the shape of her eyes was elongated through clever use of eyeliner and her lips were accentuated with a sultry red shade, becoming the key focal point of the entire look.  Through make-up artistry and the right products, Max Factor helps women today identify their best features so they can undergo their own glamour transformation.”

The Hollywood icon is set to feature as both Norma Jeane and Marilyn Monroe in new TV, print and online campaigns.