Kendall Jenner announced to her 16 million Instagram followers last week that she is the new ambassador for cosmetics super brand Estée Lauder. 2014 has been a huge year for the Keeping Up With The Kardashians sister, who has managed to segway from reality TV to the runways of Paris and Milan - walking for Chanel and Dolce & Gabanna to mention specifics.
Kendall is the essence of the next generation of girls who are growing up and starting to pick their loyalties towards brands they choose to connect with and buy. As an Instagram icon with gorgeous looks and a household name (not to mention her massive social media following), the young model is an absolute shoe-in for the cosmetics giant, who clearly understand the power of young online influencers. "According to data provided by the company, on the Saturday of the announcement, EstéeLauder.com received six times the number of unique visitors as on an average Saturday. Within 48 hours of the announcement, 90 percent of visitors to the site were first-timers, 71 percent viewing the site on a mobile device." (New York Times, Keeping Up With Kendall Jenner. November 21, 2014.)
Kendall will lead an ongoing online campaign which begins with her favourite picks from the current product range. In her own words from an interview with fellow Estée Lauder ambassador Joan Smalls, "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."
View Kendall's selection online at esteelauder.com and shop the range at Douglas, PC Hooftstraat 107.