Gwyneth Paltrow, who freshened up Estee Lauder’s iconic Pleasures brand last spring as its new spokeswoman, now is gearing up to do the same for White Linen as the face of its updated incarnation of Pure White Linen, which will be launched in April.

Unlike many other celebrities, the Academy Award winning Paltrow is happy pushing someone else’s fragrances, rather than her own.  She’s of the opinion that the world doesn’t need eau de Gwyneth —  “I feel a lot more comfortable representing something classic, making it new again, as opposed to [launching] a Gwyneth Paltrow fragrance,” she said in an exclusive phone interview. “I like that one degree of separation [that she has with Lauder]. I wouldn’t feel comfortable with a Gwyneth fragrance.”

For complete coverage, see tomorrow’s WWD.

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