Kendall Jenner Is The New Face of Estée Lauder, Lending Her Massive Social Media Skills To The Global Beauty Brand
Reading bloggers who wrote that the big reason Kendall Jenner wasn’t walking the Victoria’s Secret fashion show was over her allegiance to Karl Lagerfeld’s Chanel presentation on the same night, I shook my head.
Jenner comes from a list of big-money women, and VS can deliver in a way Chanel can’t. Plus, Karl takes his girl of the moment but I’m unclear how many careers he’s built in terms of big money. VS is much more likely to share the wealth than the Kaiser.
Minutes ago, it was announced that Kendall Jenner is the new face of Estée Lauder. Now THAT’s a career builder, because the cosmetics megabrand is relationship-oriented with women, as is VS — although Lauder is more genuine about the totality of women’s lives and values than either VS or Chanel. Having a group of cheerleaders running down the runway with ‘feminist’ slogans on signs doesn’t erase years of Lagerfeld’s opinions about strong women.
In terms of social media, Lagerfeld has 541,000 followers on Twitter; 44,000 for Choupette (I’m surprised it’s so few); and 5, 840,000 on Chanel. On Instagram, Chanel has 2,211,986. Kendall Jenner currently has almost 16 million followers on Instagram. No wonder she is attractive to Estée Lauder.
“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,” said Jane Hertzmark Hudis, Global Brand President, 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.”
Kendall Jenner is quietly subdued in Patrick Demarchelier’s images for Vogue’s December 2014 issue, featured here.
Vogue writes: “
Along with her digital ease comes the one-two punch of her extraordinary classical beauty, worthy of a Goya portrait: huge, wide-set eyes, well-drawn eyebrows, pillowy lips, lush cheeks, feminine curves. “She has that dichotomy: darkness and sweetness at the same time,” observes Givenchy designer Riccardo Tisci, who cast her in his fall campaign. Tisci was struck by her unswerving work ethic—another hallmark of the ambitious, tech-savvy stars of right now. “She arrives with a big smile on her face because she feels privileged to be able to do what she wants to, and that’s priceless,” adds Tisci. “She works hard, and it pays off.”