Estée Lauder is determined to keep its new fragrance Sensuous from getting lost on the fragrance shelf amongst Paris Hilton's Can Can, Kim Kardashian's scent, and all the other celebrity-licensed products out there oversaturating the fragrance market. So they've hired four high-profile spokeswomen to endorse it (Gwyneth Paltrow, Hilary Rhoda, Carolyn Murphy, and Elizabeth Hurley — as if you hadn't heard) and they're using them to promote it like crazy. Only it seems one of them isn't showing up to work as much as the other three. Guess who it is?! Okay, we'll give you a hint: It's the most famous one of the bunch. Gwyneth Paltrow.

Somehow Estée Lauder wrangled a spot for the ladies to open the stock market earlier this week. Afterward, they even talked up the fragrance for three minutes on the Fox Business Network while traders leered in the background and the male Fox anchor made unnecessary comments about their hotness. Guess who missed out on this bit of awkwardness? Gwyneth. She was spotted going over to Madonna's house that day, so we figured she skipped the stock exchange to talk out the whole A-Rod mess with Madge.

But today we noticed a Sensuous ad on the New York Times' "Fashion & Style" page featuring videos of its spokeswomen explaining what "sensuous" means to them. Guess who skipped that too? Gwyneth. Could Gwyneth be so lazy she refused to take a few minutes to shoot the spot? Or could she be so diva she refuses to appear on camera explaining what "sensuous" means to her? Or could Madonna be in such dire straits she can't spare Gwyneth's shoulder for an extra few moments? For a fun change, we'll give her the benefit of the doubt and assume she's just busier than the other girls. Right Gwynny?