By Anastasia Naderiants
Published: November 27, 2014
News emerged earlier last week that Kendall Jenner has been chosen as the new, fresh face of Estée Lauder. The luxury brand of beauty products and skin care features the 19-year-old, an honor exclusive to the most sophisticated and experienced supermodels. The new video and photo campaign highlights Jenner in the brand’s characteristic, subtle-yet-sexy makeup, and uses close-up shots and old footage of her playing with her mother’s Estée Lauder makeup bag.
“To think back to, like, me being a young kid going through my mom’s makeup drawer, playing with Estée Lauder” says Kendall in the new campaign video, ”and then, flip to now, and I’m a part of this family… I’m honored.”
Released on social media, the Estée Lauder e-newsletter, and covered exclusively by Vogue magazine, the news spread across the Internet like wildfire. Many commented that Jenner was an unlikely choice for such an upscale company, whose model portfolio includes the likes of Constance Jablonski, Joan Smalls, Arizona Muse, Hilary Rhoda, and Liu Wen—models with years of experience in the industry and impeccable reputations. However, Kendall’s name on the brand will highly increase its engagement with younger audiences and will serve as an invitation from the brand, which is mostly known to have an older following.
This marketing strategy comes a year after Estée Lauder’s release of the perfume Modern Muse, geared to attract younger consumers. The young model has the largest following on Instagram across all fashion models at 16 million, and has over 30 million loyal fans on Instagram, Facebook, and Twitter put together. Only days after the news reveal, the Estée Lauder Instagram page gained over 50,000 new followers, proving that Kendall is a major social asset and will be sure to attract much more buzz in the future as her highly publicized career flourishes.
“I just want to be the best me I can be,” Jenner told the NY Times. “So having the power that social media does, I think just seeing how many people care about you and seeing how many people, like, want to watch what you’re doing, it just makes you really want to do the best you can do.”