Oscar winning actress Gwyneth Paltrow will now be the fresh face of Estee Lauder Perfumes, replacing Elizabeth Hurley.

“Gwyneth is a true beauty who is a perfect fit with the Pleasures concept,” Aerin Lauder, senior vice-president at the company, was quoted by London’s Daily Mail as saying.

“She’s approachable and casual and also has the elegance and style that is inherent to the heritage of Estee Lauder,” reports townsvillebulletin.news.com.

A company spokeswoman admitted: “Estee Lauder wanted to vamp up its image and make it more sexy. Gwyneth Paltrow is new and a bit more exciting,” reports femalefirst.co.uk.

A spokeswoman for the company said the change had been made because it wanted “a fresh impact” for the perfume’s tenth birthday.

Estee Lauder wanted a fresh face after having Hurley as the face for the past 10 years. Hurley will still continue to be a spokemodel for the company and is in negotiations to promote a range of Estee skincare products.

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