As part of the deal, the beauty giant will give $3 million over three years to a literacy initiative called Writing Change. Gorman, who is the youngest inaugural poet in US history, will appear in her first Estée Lauder campaign in spring of next year.
“Amanda embodies a new generation and demonstrates the importance and influence of voice,” Estée Lauder Companies chief executive Fabrizio Freda said in a statement. “As a company, we are committed to nurturing the leaders and talent of the future, empowering them to use their voices—and to use them loudly.”
A step further than a standard campaign, influencer-brand product collaborations connect with new and established audiences and are financially beneficial to both parties involved — and they’re becoming an increasingly effective tool in a brand’s marketing arsenal.