Kendall Jenner as Estée Lauder’s new face

American model Kendall Jenner is now Estée Lauder’s new ambassador. Buzz of brand refresh?

kendall jenner and joan smalls

Kendall Jenner and Joan Smalls for Estée Lauder – source file: http://www.esteelauder.com

This was one of last week’s biggest announcements in the world of fashion and cosmetics: 19 year-old American model Kendall Jenner has been chosen as Estée Lauder’s new ambassador. The Kardashian’s half-sister’s model made her debuts when she walked for Marc Jacobs’ Fall collection. She then walked for the Chanel couture show this summer and was featured in numerous fashion magazines.

More than just a superstar, she’s become a role model for millions of girls all around the world with 15 million followers on her Instagram account. Kendall also gave a short interview on Estée Lauder’s website.

So is Kendall’s endorsement for the brand just a buzz for the cosmetics brand? Or does this mean a real brand refresh? It’s true that when one thinks of Estée Lauder (when I do think of it, at least), I would just NOT imagine the brand’s products for one second… Indeed, when thinking of Estée Lauder, the first words that come to my mind are: luxury, high quality, unaffordable and… old! In conclusion, I am not one of the marketing targets.

However, when I saw Estée Lauder’s campaign with Kendall, I thought it was very clever and part of the brand’s wish to refresh and attract young women like me. And looks like it’s working! On social media at least. Two days ago, Uk Daily Mail reported that Kendall Jenner had already “boosted Estée Lauder’s Instagram page by 50k followers”. Now the question is: what is the impact this increase will have on Estée Lauder’s sales? To be followed!

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