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Gwyneth Named New Face of Estee Lauder

Perhaps looking to capitalize on that "new mom" glow, Estee Lauder (search) has named Gwyneth Paltrow (search) as one of the faces of the makeup and fragrance brand.

The Oscar-winning actress has signed a multiyear contract. She will first appear in a new global print and TV ad campaign to begin this holiday season for Pleasures fragrance, Estee Lauder announced Monday.

"I am very proud to be a part of such a fine company," Paltrow said in a statement. "Its roots have been deep in the culture of classic American beauty for decades."

Elizabeth Hurley, the primary spokesmodel for Estee Lauder since 1995, when Pleasures was launched, will become the new face of the company's Re-Nutriv skin care line. Models Liya Kebede and Carolyn Murphy remain as representatives of various Estee Lauder products.

The 32-year-old Paltrow and her husband, Coldplay lead singer Chris Martin, celebrated the first birthday of their daughter, Apple, on May 14.

Paltrow won an Oscar for her role in 1998's "Shakespeare in Love." She'll appear in "Proof," an adaptation of the Pulitzer Prize winning play set for release this fall.