Gwyneth Paltrow, the new face of Estee Lauder

Oscar-winner actress Gwyneth Paltrow is the new face of Estee Lauder, after signing a multi-year contract. The actress, 32, will begin appearing in print and television advertisements this holiday season, which coincides with the 10-year anniversary celebration of Estee Lauder's Pleasure fragrance line.

"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, will become the new face of Re-Nutriv skin care line and models Liya Kebede and Carolyn Murphy will remaine as representatives of various Estee Lauder brands.