Hurley, 40, has been the face of the luxury cosmetic brand since 1995 and will continue in her role as spokesmodel. But the lucrative fragrance contract has been passed to Paltrow in a bid to help the company "vamp up its image and make it more sexy".
A spokesperson says, "Gwyneth is new and a bit more exciting."
Celebrated photographer Mario Testino has shot a high-profile advertising campaign starring the Shallow Hal actress.
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