Estee Lauder Pleasures has a new face. The perfume's packaging remains the same, but the primary woman lending her presence to help sell the popular luxury perfume is no longer British model and actress Elizabeth Hurley.

Hurley, now 40, has been the face of the cosmetic brand since 1995. While she will continue in her role as spokes model, Oscar winning American actress Gwyneth Paltrow has stepped up to the plate to promote the popular floral fragrance.

Gwyneth will also represent selected Estee Lauder makeup collections in global advertising campaigns.

Hurley is not disappearing from Estee Lauder, however. She will become the face of Lauder's Re-Nutriv skin care line.

In addition to Hurley, Paltrow joins two other iconic spokes models, Liya Kebede and Carolyn Murphy.

A Fresh Impact for The Perfume's 10th Birthday

The goal of Estee Lauder?

To vamp up the company's image and make the brand sexier as the cosmetics giant -- named after its late founder -- prepares to celebrate the perfume's tenth birthday.

Estee Lauder called in celebrated photographer Mario Testino to shoot a high profile advertising campaign starring Paltrow.

The ads are already beginning to appear in publications worldwide such as Architectural Digest.

Americans spent $663 million this year on perfume and cologne and $90.6 million on lotions, creams, bath and shower gels, as well as soaps.

In May, when Estee Lauder first made their announcement, USA Today reported that among Paltrow's childhood memories was "watching my mother (actress Blythe Danner) put on makeup when she was working."

The new Paltrow pleasures campaign formally debuts coinciding with the 2005 Christmas season.

What Is Lauder Saying? What Is Paltrow Saying?

Aerin Lauder, senior vice president at the company, said:

Gwyneth represents what we're about -- elegance, style and quality.

Gwyneth is a true beauty who is a perfect fit with the Pleasures concept.

She's approachable, and casual and also has the elegance and style that is inherent to the heritage of Estee Lauder.

Gwyneth personifies the image of our brand.

She is aspirational and stylish while being grounded and family-oriented.

Gwyneth is new and a bit more exciting.

John Demsey, global brand president for Estee Lauder said:

Gwyneth Paltrow is perfect for Estee Lauder.

She is one of the most important actresses of our time, and she is smart, interesting and a fashion icon.

As one of the most recognized women in the world, we are delighted to have her first campaign be for Estee Lauder pleasures -- one of the most popular fragrances in the world.

The Oscar-winning actress said:

I am very proud to be a part of such a fine company.

Its roots have been deep in the culture of classic American beauty for decades.

In May, Paltrow told USA Today, "Years ago, endorsing a product was considered something a movie actress shouldn't do, but now having a contract is almost like a status symbol."

Paltrow is not alone. Other actors and actresses are getting in on the "modeling" act.

A Few Examples

In October 2003, Nicole Kidman announced she would be lending her face to Chanel No.5.

Last January, we reported that A-List Celebrities (including Paltrow) are using their name & face to promote luxury goods.

In June, Demi Moore announced she would be lending her face & body to help sell Versace Fashion.

And last month, we wrote that Sharon Stone has become Dior's Spring 2006 Face.

A Sophisticated Fragrance

Created in 1995, Pleasures is the result of the following top fragrances: white lilies, violets and black lilies.

The perfume has been described as a "sheer, light floral fragrance that combines freshness and sensuality in perfect harmony".

The middle notes of the eau de parfum are: patchouli, peony and gardenia. The base of the fragrance is: moss, musk and cedar.

It is a fragrance that is recommended for daily use.

Their 3.4 oz Silky Moisture Mist offers a sophisticated scent of White Lily, Violet Leaves, Black Lilac, White Peony, Karo-Karounde, Baie Rose, Sandalwood and Patchouli.

Pleasures Summer Waters by Estee Lauder for Women

A Limited-Edition 2005 Summer Fragrance Spray in a 3.4 oz bottle offers a unique blend of mineral-rich spring water and special sea-derived ingredients.

A Sophisticated Superstar

Gwyneth, known as "Gynn" to family and friends, is married to rock musician Chris Martin.

Martin is the front man for the British band Coldplay. Together, the couple has had one child, a girl named Apple Blythe Alison Martin. Apple was born last May.

Chris, Gwyneth and their daughter live in New York City and London.

Paltrow's close friends include fellow actress, children's author and mom Madonna, fellow actress and singer Christina Applegate, as well as perfumer, fashion and sexy stiletto designer Stella McCartney.

AskMen.com readers ranked the Shakespeare in Love Oscar, Golden Globe and Screen Actors Guild award-winning star as the 18th Top Woman in their annual Top 99 Women.

The site states, "We like her because she's a melange of beauty and brains.

A "Model" Family

Gwyneth Paltrow was born into a richly talented family.

Her father is the late White Shadow and St. Elsewhere television producer and film director Bruce Paltrow.

Her mother is the award-winning big screen and television actress Blythe Danner.

Her brother Jake Paltrow is also a Hollywood director.

In May 2005 Gwyneth publicly announced that she suffered from depression after the untimely 2002 death of her father.

Mr. Paltrow's last production before he died on October 3rd, 2002, was the film Duets, which co-starred Gwyneth, Andre Braugher, Paul Giamatti and one of our favorite musicians Huey Lewis.

Gwyneth's next film projects include Proof co-starring Anthony Hopkins, a film adaptation of David Auburn's Pulitzer Prize-winning play. In addition, Paltrow and Annette Bening will co-star in Running with Scissors.

Gwyneth has also recently signed on with her brother to play a supporting role in ''The Good Night,'' a romantic comedy Jake has written and will direct. The film will star Martin Freeman and Simon Pegg.

Congratulations Gwyneth on all of the above!

Rugged Elegance recommends Estee Lauder Pleasures as a Holiday gift to consider for that sophisticated female in your life.

Inspire & Be Inspired.

Here's to healthy, adventuresome, soulful, "pleasurefully scented" living!

~ Jennifer Carolyn King, Rugged Elegance, LLC

Exotic Elizabeth Hurley Dives into Creating Feminine, Sexy Beachwear -- Available at Saks Fifth Avenue & Harrods

The Oscars' Best-Dressed, Most Rugged Elegant Men & Women: All "Million Dollar Babies"

New York Times Magazine's Celebrity Photographs by Inez van Lamsweerde & Vinoodh Matadin