On November 15th, Kendall Jenner took to Instagram to make a very special announcement: she had been signed by cosmetics giant Estee Lauder. An incredible accomplishment for the 19-year-old model, who joins the likes of Gwyneth Paltrow and Elizabeth Hurley in this venture. The decision proves to be just as beneficial for the brand, which looks to bring the cosmetics label to a younger audience, while growing their social media presence.
“Bridging the worlds of high fashion, entertainment and social media, Kendall is a modern beauty who represents a whole new generation of women who live, breathe and share beauty, fashion and life 24/7, on their own terms, in a visually compelling way,” says Jane Hertzmark Hudis, global brand president of Estée Lauder. “She is the ultimate instagirl, and we are excited to leverage her image, voice, energy and extraordinary social media power to introduce Estée Lauder to millions of young women around the world.”
Social media has become one of the most powerful forms of marketing and Jenner is a social media powerhouse. She has an excess of 30 million followers across Instagram, Twitter and Facebook, making her the number one model on social media platforms. Her followers represent a previously untapped demographic for Estée Lauder and results were almost immediate: after signing Jenner, Estée Lauder significantly increased followers on their Instagram page, breaking the 300,000 mark.
Jenner will appear in digital, television and print advertising campaigns, and will have an active role in creating social media content for Estée Lauder. Since the signing, the brand debuted www.esteelauder.com/kendall, where Jenner’s favorite beauty items are showcased. In a short promotional video, Jenner recalls her introduction to the brand, and old video footage shows a pint-sized Kendall playing with her mother’s makeup. In a featured quiz on the site, fellow Estée Lauder spokesmodel Joan Smalls asks Jenner about makeup, fashion and family, and Jenner shares: “I’ve grown up with Estée, that was all my mom would use. I remember the old lipstick cases that were gold and mirrored. It’s such a family brand for me because it’s been there my whole life, so it is crazy actually to be doing this today.”
Jenner’s journey in the modeling world, albeit short, has been nothing but extraordinary. She made her debut just earlier this year, walking in the Marc Jacobs Fall/Winter 2014 show. She entered the sphere of couture shortly after, walking the Chanel show. She was the star of Givenchy’s fall advertising campaign and in American Vogue’s December issue she was shot by Patrick Demarchelier for a 13-page spread. Jenner will also appear in the Spring 2015 ad campaign for Karl Lagerfeld.
This young model understands the significance of backing the illustrious Estée Lauder brand. “It honestly feels like a dream to represent such an iconic beauty brand – it is an incredible honor and quite humbling,” she concludes. ■