US. Estée Lauder announced today that it has entered into a multi-year contract with Oscar-winning actress Gwyneth Paltrow to represent the brand’s fragrances and selected make-up collections in global advertising campaigns.
The first campaign to feature the actress will be a new Estée Lauder pleasures print and television ad to celebrate the 10th anniversary of the fragrance. The new pleasures campaign will debut in the 2005 holiday season.
Gwyneth Paltrow (pictured above right with Aerin Lauder) joins the current faces of Estée Lauder – Elizabeth Hurley, Liya Kebede and Carolyn Murphy – all of whom will continue to represent the brand in key capacities across the make-up, skincare and fragrance categories. In addition to this major pleasures ad campaign, in future seasons Gwyneth Paltrow will also appear in other Estée Lauder fragrance ads, as well as selected ads in the make-up category to be determined.
“Gwyneth Paltrow is perfect for Estée Lauder. She is one of the most important actresses of our time, and she is smart, interesting and a fashion icon,” said John Demsey, Global Brand President, Estée Lauder. “As one of the most recognized women in the world, we are delighted to have her first campaign be for Estée Lauder pleasures – one of the most popular fragrances in the world.”
Since its launch in 1995, Estée Lauder pleasures has ranked in the top ten fragrances in the US. It is the fourth-largest fragrance masterbrand in the world, which includes original pleasures, Pleasures For Men, and pleasures Intense. Currently, three of the top ten fragrances in the US are Estée Lauder fragrances: Beautiful, Beyond Paradise and pleasures.
First seen in her breakout role in Flesh and Bone, Gwyneth Paltrow has since been a visible force on the global film and fashion scene. Her role in Shakespeare in Love garnered her a Golden Globe, a Screen Actors Guild Award and an Academy Award for Best Actress.
“We are thrilled to have Gwyneth Paltrow join Carolyn, Liya and Elizabeth in the Estée Lauder family of spokespeople,” said Aerin Lauder, Senior Vice-President, global creative directions for Estée Lauder. “Gwyneth personifies the image of our brand. She is aspirational and stylish while being grounded, family-oriented and approachable.”
“I am very proud to be a part of such a fine company,” said Gwyneth Paltrow. “Its roots have been deep in the culture of classic American beauty for decades, and I am honored to be associated with a brand as iconic as Estée Lauder.”
In related news from the brand, Elizabeth Hurley will become the new face of Re-Nutriv, Estée Lauder’s most exclusive and luxurious skin care line. With prices ranging from US$115 in the signature “˜gold’ line to US$250 in its upscale “˜platinum’ line, the Re-Nutriv collection represents a significant share of Estée Lauder skin care and is the brand’s largest global franchise. A new Re-Nutriv advertising campaign featuring Elizabeth Hurley will debut later this year.
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