In a release, the brand's global president, Jane Hertzmark Hudis, called 19-year-old Kendall "the ultimate instagirl," noting her "astounding" social media following of more than 30 million fans across Instagram, Twitter and Facebook. (That really is astounding.) According to Models.com, Kendall is, in fact, the number one model on social media.
No wonder Estée Lauder, the makeup line loved by grandmothers, is trying to leverage her fan base to reach a younger audience.
Kendall will appear in digital, TV and print advertising campaigns, as well as "play an active role in creating social media content that will live on Estée Lauder's channels as well as her own."
Here's the first official image from behind the scenes of an ad shoot:
The brand has given Kendall her own website landing page at EsteeLauder.com/Kendall, complete with a shoppable list of her favourite products. (They include new Pure Color Envy Sculpting Lipstick, Pure Color Nail Lacquer and Modern Muse Eau de Parfum.)
There's also a video with vintage footage of Kendall as a toddler, playing with mom Kris' makeup:
Can we all agree? This contract wouldn't have happened—or at least not this soon—if it weren't for Kendall's famous family. She definitely rose to the top a heck of a lot faster than her model peers (after just two seasons in the industry).
But at least this Kardashian is a classy one. She's the only one NOT to embrace heavy contouring and false lashes, so let's at least give her credit for breaking out of the family beauty mould. She's a gorgeous girl and the images really do look lovely.
Whether she'll succeed at changing Estée Lauder's dated image? I just don't know. I feel like they should probably do something about that packaging first.
Have Your Say
Is Kendall Jenner is a good fit for Estée Lauder? Was this a savvy move—or a desperate one?