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An Estée Lauder promotion has thrown shoppers into a tizzy at Bloomies. "'Who's coming? The Queen?' a typically jaded New Yorker asked nobody in particular in response to the growing crowd on Bloomingdale's cosmetics floor. 'Gwyneth Paltrow,' was the swift response, and the blasé shopper suddenly perked up, immediately understanding that the impending crowd frenzy was perfectly justified, rendering Gwyneth more important than a fusty, old Monarch." [The Shophound]