Hurley scent packing by Paltrow

Gwyneth Paltrow has been signed up as the new face of Estèe Lauder's Pleasures perfume. She replaces Liz Hurley, who promoted the fragrance for almost a decade.

Paltrow, 33, was chosen to front a pre-Christmas campaign to give the fragrance a fresh image, the beauty products company said.

Hurley, 40, will continue to work with Lauder and has been asked to promote its new skincare range.

'She is still part of the Estèe Lauder group,' said a spokesman.

Last month, Hurley told a women's magazine she would never pose for pictures in a bikini again, despite having launched her own swimwear range this year, which she also modelled.

Lauder senior vice-president Aerin Lauder said Paltrow was perfect to promote the Pleasures concept, adding: 'She is approachable and casual and has the elegance and style inherent to the heritage of Estèe Lauder.'

It was Paltrow's second piece of good news. She is believed to be expecting her second child by husband Chris Martin, the Coldplay frontman.