Estee Lauder Co., one of the cosmetics giant is investing its money to a new face, Kendall Jenner.
Jenner, half-sister of Kim Kardashian is the newest model of Estee Lauder and is being hailed as the new model to attract younger costumers to the brand.
According to a clip in the company’s website, introduced Kendall as “fashion muse, It Girl, Instagram sensation, cover star and …
and our new model.” Kendall gained popularity as a social media model with 30 million followers; she is also the daughter of Chris Jenner and Bruce Jenner.
“The 19-year-old is the No.
1 model on social media with fans spanning across Instagram, Twitter and Facebook, “Lauder in a statement.
Lauder is known for its brands like Clinique, Origins, and Bobbi Brown.
Jenner joins the like Elizabeth Hurley and Gwyneth Paltrow as its latest model.
Print and TV ads of Jenner will begin in the fall of 2015.
In the clip, announcing Estee Lauder’s newest model, Jenner stated, “To think back to being a young kid playing with Estee Lauder and then jump to now and a part of this family, [it’s] so awesome and incredible and I just feel so blessed.” Jenner is a reality television personality and is a star of E! show Keeping Up With The Kardashians.
Kendall is a fashion and catwalk model and launched the PacSun clothing with her sister Kylie Jenner.
In a statement Estee Lauder said, “Estee Lauder has a history of choosing only the best faces to represent its iconic beauty brand and its latest representative is none other than Kendall Jenner, the rising star and social media sensation.
Few models have as high a profile as Kendall and her role as a new media power player serves to introduce the legendary beauty giant to a whole new era of followers.” Jenner for her part said, “It honestly feels like a dream to represent such an iconic beauty brand – it is an incredible honor and quite humbling,” said Jenner.
“I found out when I was backstage at Paris fashion week, and all this time I’ve had to keep the news top secret.
I am so excited to share it now and be part of Estée Lauder.”