Gwyneth Paltrow launched the new Pleasures Delight fragrance by Estee Lauder in Chicago on Friday.

The oscar winning actress appeared at the city's Macy's store to launch the 'edible' new scent.

"It's got this edible quality," said Gwyneth of the fragrance, which was introduced along with a 60-foot buffet table filled with iced cupcakes, flower petals, blueberry muffins and fresh berries. "It's rich, but not too flowery," she said Gwyneth wore an off-the-shoulder shimmering taupe Marc Jacobs dress with Prada sandals to the event where she took part in a meet and greet with fans who were desperate to be the first to try the fragrance.

"Gwyneth has great presence, style, elegance and relates to the values of the Estée Lauder brand and the advertising imagery," said Aerin Lauder, senior vice president and creative director.

Paltrow has appeared in the company's ad campaigns since 2005.

Pleasures Delight is described as a scent that blends notes of strawberry meringue, marshmallow and vanilla. - ff