Gwyneth Paltrow is replacing British actress Elizabeth Hurley as the face of Estee Lauder perfumes.

Hurley, 40, has been the face of the luxury cosmetic brand since 1995 and will continue in her role as spokesmodel. But the lucrative fragrance contract has been passed to Paltrow in a bid to help the company "vamp up its image and make it more sexy." A spokesperson says, "Gwyneth is new and a bit more exciting." Celebrated photographer Mario Testino has shot a high profile advertising campaign starring the actress.

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