Kendall Jenner has proven herself to be more than Kim Kardashian's half-sister. Last November, the social media it girl was named the new face of global luxury brand Estée Lauder. The details of her contract have remained undisclosed, but as it is known in industry circles, a cosmetics deal is considered the Holy Grail of modeling.
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As the beauty brand’s newest brand ambassador, Kendall joins the ranks of Carolyn Murphy, Elizabeth Hurley, and Karen Graham, the legendary "Estée Lauder Woman." Although the decision to sign Jenner in did not lend as much prestige and sophistication to the brand as the above-mentioned models did in the past, it was a very strategic and commercially viable move for the 69-year-old brand.
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A sprawling room for reinvention is what Jenner offers best as the newest face for the timeless brand. For one, her combined followers over Twitter, Facebook, and Instagram add up to 30 million, allowing the makeup brand to reach more consumers than simply putting out a glossy spread in a magazine. Jenner's fan base comprises of teenage girls and twenty-something career women who think getting her fresh, fierce, and selfie-ready look is the ideal way to doll themselves up. Hence, by introducing the brand to Jenner's legions of social media followers, Estée Lauder can anticipate sales to go notches higher than in the past decades.
The timing is also perfect: although its sales remain impressive, the consumer base of Estée Lauder Companies’ flagship brand is getting older, as younger women prefer the beauty conglomerate's relatively newer product lines such as MAC, Bobbi Brown, and Clinique (although ladies of the '90s who swore by its three-step system are definitely not getting any younger, too).
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Social media's influence to today’s buyers is undeniable, as the Jenner-Estée Lauder partnership demonstrates. Thus it will come as no surprise if more social media superstars will be tapped in the future to add some refreshing touch to the campaigns of makeup and skincare brands millions of women have dearly kept in their beauty arsenals.
William Lauder, executive chairman of Estée Lauder Companies, has been instrumental in the launch of innovative campaigns and strategies for the conglomerate’s multibillion-dollar beauty brands. Follow this Twitter account for the latest updates on the global luxury beauty market.
