#BTS sneak peek at Kendall's new campaign. Photo courtesy of Estée Lauder
Another day, another attempt by a Kardashian girl to #BreakTheInternet. This time, it’s Kim’s lil half-sis Kendall Jenner making the news, having landed herself a beauty behemoth of an endorsement deal as the new face of Estée Lauder.
For a fledgling model (a Kardashian, yes, but fledgling nonetheless), this contract is colossal news. Consider this: Kendall’s high-fashion debut was barely a year ago – we were gaga over her electrifying catwalk eyes back then – but she’s already graced the gilded pages of American Vogue and walked for Chanel, Marc Jacobs and Dolce & Gabbana. Not bad at all for a 19-year-old, eh.
Kendall’s latest gig as Estée Lauder front-woman puts her in very good company indeed. She joins a stable of bona fide supermodels the likes of Liu Wen and Joan Smalls – all of which begs the question: For how much?
Fashion pundits have already pegged Kendall’s contract to be worth at least a million bucks a year, based on her staggering social media cachet of 30 million followers. Lauder’s clearly banking on Kendall’s influence on the “with-it” girls of Instagram; as per press notes provided to us this morning, she will “play an active role in creating social media content that will live on Estée Lauder’s channels as well as her own.”
This is a singularly savvy move for the cosmetics brand, and will no doubt introduce the Lauder name to a whole new world of beauty girls. (For what it’s worth, Jane Hertzmark Hudis, global brand president for Estée Lauder, says as much about her hopes for the new face: “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.”)
It’s a safe bet to say we’re not the only one biting our nails in anticipation at her first campaign for Estée Lauder. For now, you can see the model of the moment in action in the first video shot for the brand, which comes complete with adorable footage of Baby Kendall juxtaposed against an Adult Kendall rocking a very Taylor-esque red lip. Enjoy!
For more information, visit www.esteelauder.com/kendall and follow Estée Lauder Singapore on Facebook.