Gwyneth Paltrow named new face of Estee Lauder

Gwyneth Paltrow

Perhaps looking to capitalise on that "new mum" glow, Estee Lauder has named actress Gwyneth Paltrow as one of the faces of the make-up and fragrance brand.

The Oscar-winning actress and her husband, Coldplay lead singer Chris Martin, celebrated the first birthday of their daughter, Apple, on May 14.

Paltrow 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.

"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 brands.