Gwyneth Paltrow Poses As Frenemy for Ad

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Photo: Max Factor

Once long ago, Madonna and Gwyneth Paltrow were basic celebrity friends. The two studied Kabbalah together, shared kale, and were seen carrying expensive yoga mats out of tony English buildings. Then, one day, things were not the same. Google autocomplete phrases for the two went from "Madonna Gwyneth Macrobiotic" to "Gwyneth Madonna Falling Out," "Gwyneth Madonna Disses Madonna," and "Gwyneth Madonna Feud." And no one knew why.

But the plot thickens.

As revealed by The Daily Mail, Paltrow's new campaign, as the face of Max Factor, shows her embodying different personas ranging from Brigitte Bardot and Audrey Hepburn to a 1980s version of purported frenemy Madonna. Is that a bitter vein of exertion popping out of Paltrow's forehead? Friendship divorce: way harder than conspicuously uncoupling.