Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

‘Instagirl’ Jenner Brings 30 Million Fans as New Face of Lauder

By
  • Bloomberg

NEW YORK, United States — Estee Lauder Cos., seeking to ride on Kendall Jenner's ever-growing coattails and 30 million social-media followers, hired the model to represent its flagship cosmetics brand worldwide.

Jenner, the half-sister of reality-television star Kim Kardashian, will appear in digital-, TV- and print-advertising campaigns as well as create social-media content for the New York-based cosmetics maker. Terms of her contract weren’t disclosed.

The 19-year-old “ultimate instagirl” is the No. 1 model on social media with fans spanning across Instagram, Twitter and Facebook, Lauder said in a statement yesterday. This year, Jenner appeared on runways in New York, Paris and Milan and is the subject of a 13-page spread in the December issue of Vogue.

"Although perhaps not a 'prestige' move, the company needs to attract a younger audience," said Sanford C. Bernstein & Co. analyst Ali Dibadj. "Social media broadly, and this signing in particular, may be a step in the right direction for some of its brands."

ADVERTISEMENT

Estee Lauder brands include Clinique, Origins, Bobbi Brown and Prescriptives. Jenner will be the so-called face for Lauder’s first and oldest makeup and skin-care line, called Estee Lauder. Past spokeswomen for the brand have included Elizabeth Hurley and Gwyneth Paltrow.

Jenner is also the daughter of TV personality Kris Jenner and former Olympian Bruce Jenner. A video introducing the model was featured on Estee Lauder's website. Print and TV ads will begin in the fall of 2015, while social-media content will be ongoing, company spokeswoman Geri Schachner said in an e-mail.

Estee Lauder’s shares fell 1.7 percent to $71.33 in New York trading on Nov. 14. They’ve declined 5.3 percent this year.

By: Nancy Moran; editors: Bernard Kohn, Sylvia Wier and Mike Millard.

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from News & Analysis
Fashion News, Analysis and Business Intelligence from the leading digital authority on the global fashion industry.
view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional - How to Turn Data Into Meaningful Customer Connections
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional - How to Turn Data Into Meaningful Customer Connections