Gwyneth Paltrow will become a spokeswoman for Estee Lauder, appearing in a new print and TV campaign for the 10th anniversary of the company's Pleasures fragrance brand, then for Lauder makeup, and next spring she will be the face of its new fragrance product, a revised version of White Linen.

The ads have been developed by Lauder and creative consultant Doug Lloyd and shot by famous fashion photographer Mario Testino.

John Demsey, Estee Lauder global brand president, who is currently revamping the company's image, explains his choice to WWD: "Gwyneth has been on our radar screen for many years. She's talented. She's serious. She's beautiful. She's a mother, and she's respected in her craft."

The 32-year old actress said this would be her first appearance in beauty advertising and she doesn't mind it since such stars as Halle Berry and Nicole Kidman have already taken part in commercial work. Also, Gwyneth Paltrow is a fan of the Lauder brand, calling it "an American beauty icon". She says her mother, actress Blythe Danner, has been using Lauder products for years. Gwyneth herself prefers skin care cosmetics, yet, she appreciates the high quality of  other Lauder products. In addition to all, she is speculated to receive about $3 million for the Pleasures campaign.