Kendall Jenner is the newest face of Estée Lauder

[kokobombon]

^but it´s a different branding and Viva Glam always hires this type of celebrities

 

[Benn98]

^if people are upset over Kendall imagine if EL hires Miley

is this contract a worldwide one or just for US?

I imagine she'll get worldwide, along with Constance because, obviously. In most countries though, I've seen Constance, Carolyn, Joan, Arizona, not Liu so much. Also never the random faces like Hind Sadli. I've heard Kendall will shill some of the existing products for now. They better repackage the items then. God, after this latest news a Vogue cover is becoming more and more apparent for her. Dont get me wrong, I dont begrudge her these opportunities, it's just, I know how the industry will fixate on her for the next few months. She had me championing her for a while because I bought into that angle of her trying to break free from the Kardashian name. Now it's just annoying as she gets all these major inducements without an impressive resumé. Much like Kate Upton who got a 'supermodel' Vogue cover after a notable lack of runway work. Need to start activating my gag reflex.

 

[Kallu]

^ Vogue Cover?? Really??

 

[Benn98]

^ Vogue Cover?? Really??

Oh don't hold your breath, hahaha. Everything is pointing to it and it's not even January yet.

 

[saucer-like]

I wouldn't underestimate the disposable incomes of teenagers, especially her fanbase in the middle to upper class demos, however instagram followers and paying customers are still very different things. There is also the question of will those fans that do, for example, buy one lipstick initially become returning customers?

I'd be interested to know if someone with strong social media following like Cara D. has actually increased the sales of the brands she endorses? Like actual stats?

 

[Lefemmenikita]

I can personally think of a few actresses/models I would rather see than Kendall as the face of EL, though not too sure how influential they would be

The ones I can think of (who are not associated predominately with other brands), who are under 30:

Karlie Kloss
Coco Rocha
Nicola Peltz
Nina Dobrev
Dianna Argon
Leighton Meester
AnnaSophia Robb
Margot Robbie
Emilia Clarke
Chloe Grace Moretz
Bella Thorne
Bella Heathcote
Shailene Woodley
Ashley Benson
Shay Mitchell
Ashley Greene
Lucy Hale

 

[Mockingbird]

I can personally think of a few actresses/models I would rather see than Kendall as the face of EL, though not too sure how influential they would be

The ones I can think of (who are not associated predominately with other brands), who are under 30:

Karlie Kloss
Coco Rocha
Nicola Peltz
Nina Dobrev
Dianna Argon
Leighton Meester
AnnaSophia Robb
Margot Robbie
Emilia Clarke
Chloe Grace Moretz
Bella Thorne
Bella Heathcote
Shailene Woodley
Ashley Benson
Shay Mitchell
Ashley Greene
Lucy Hale

Karlie and coco are with l'oreal. Some of those girls are more beautiful than Kendall but none of them have as many instagram or twitter followers (most are not even close) so I doubt they would bring many new customers anyway.

 

[Benn98]

I can personally think of a few actresses/models I would rather see than Kendall as the face of EL, though not too sure how influential they would be

The ones I can think of (who are not associated predominately with other brands), who are under 30:

Karlie Kloss
Coco Rocha
Nicola Peltz
Nina Dobrev
Dianna Argon
Leighton Meester
AnnaSophia Robb
Margot Robbie
Emilia Clarke
Chloe Grace Moretz
Bella Thorne
Bella Heathcote
Shailene Woodley
Ashley Benson
Shay Mitchell
Ashley Greene
Lucy Hale

Yes to all those in bold. Shailene's a bit of an ethical poster girl, so she'll refuse.

 

[Breathless]

money...the root of all evil.

 

[tigerrouge]

I'd be interested to know if someone with strong social media following like Cara D. has actually increased the sales of the brands she endorses? Like actual stats?

And the power and influence of social media means that informal reviews by ordinary young women probably also carry a lot of weight. If popular youtubers are posting videos that adversely review a product which simply doesn't perform well, it might not matter how many followers the advert's face has. People look to more than just models for input on why they should be motivated to spend their money on something.

 

[febylous]

I can personally think of a few actresses/models I would rather see than Kendall as the face of EL, though not too sure how influential they would be

The ones I can think of (who are not associated predominately with other brands), who are under 30:

Karlie Kloss
Coco Rocha
Nicola Peltz
Nina Dobrev
Dianna Argon
Leighton Meester
AnnaSophia Robb
Margot Robbie
Emilia Clarke
Chloe Grace Moretz
Bella Thorne
Bella Heathcote
Shailene Woodley
Ashley Benson
Shay Mitchell
Ashley Greene
Lucy Hale

If people are worrying about EL's sophistication by using Kendall, I don't see that they can increase the sophistication by putting some girls from teen TV series.

 

[Lefemmenikita]

If people are worrying about EL's sophistication by using Kendall, I don't see that they can increase the sophistication by putting some girls from teen TV series.

I see the decision to hire Kendall as being part of a bigger campaign to make EL appeal to a younger demographic

The names suggested can achieve a similar effect without offending or alienating existing customers.

I am not a fan of a lot of the Disney Tween stars named. Though, they don't irritate me as much as Kendall either

I am annoyed by the Kendall decision because:

- Of her being overexposed. She has already dabbled in reality tv; designing clothes; presenting at awards shows; writing a book, etc. She is attempting to be a jack of all trades without necessarily being good at any of them

To me, this suggests modelling is just another fleeting interest which she isn't particularly serious about. Despite this, she is afforded the opportunities other models have to work hard towards.

- Even models like Cara Delevingne, who is also well connected, have had to work once they have their foot in the door because of their connections. She did not become a super model overnight unlike Kendall

- Kendall has so many opportunities because of her infamous family. She does interviews where she downplays this. It is pretty disingenuous given that not only has she benefited from her family's name, her decision to model has also given them greater exposure. e.g. when Kendall drags along her sisters to all awards shows or when Kylie gets to take part in modelling shoots because of Kendall

- Part of her overexposure is related to her 'family's brand'. A number of people are sick of the Jenner/Karadashian family being on every inch of media coverage over the past few years. Kendall being part of a high end brand is just another opportunity for the Jenner/Karadashian brand to be thrown into the public's face at every turn. You really can't escape them even if you don't click on articles about them or watch their show

- While I take these 'reports' with a grain of salt, since there is no concrete proof in most cases, I find there are so many accounts of Kendall being a spoilt brat that it's hard to believe there isn't some element of truth in these. There are some instances where her rude behaviour has been caught on camera (e.g. texting during the MTV show's Ferguson memorial section) which lends the other accounts some weight
This makes her unlike-able. This kind of publicity doesn't exactly endear her to potential or existing customers

All of this is just IMHO. A lot of people may not agree with me, though this is my two cents on why I am not a fan of EL's decision to hire Kendall

 

[febylous]

^ I am not a fan of Kendall as well but I honestly think that just because she ishe is the new face of EL, I don't think anyone including herself thinks that she's a supermodel herself. She still has a lot to prove and I think among all things she does you mention, modelling is the only thing she focuses on.

From the business point of view, using her for EL is a great decision. The girl can sell.

 

[VersaceVixen009]

I totally agree with Lefemmenikita. I think thats what irks me as well as loyal EL customers the most, the fact that she's so overexposed: In teen magazines, award shows, E! and then into the fashion world.. there's no escaping her. Because of her being a reality TV star as well as collaborative projects with her younger sister, it's hard to not look at her as being commercial and not being associated with the Kardashians. Her name and roll in the fashion industry does give the Kardashians more coverage.

If she REALLY wants to show that her name has nothing to do with it and show that it has to do with her own personal success, I'd stop appearing on the show if I were her. But I doubt she'd do any of that, seeing that she gets paid so much for the show, and mama Kris probably wants her on the show to show the whole divorce with her and Bruce for some drama.

 

[Mockingbird]

To me, this suggests modelling is just another fleeting interest which she isn't particularly serious about. Despite this, she is afforded the opportunities other models have to work hard towards.

You're wrong about this. She has been wanting to model for a really long time. When she was 14 she created a "portfolio" and showed it to her mother.

 

[poison84]

Kendal Jenner's First Estée Lauder Appearance

New Estée Lauder face Kendall Jenner got her first ad job since signing with the brand in November: a 38-second, black-and-white online film for Lauder's Little Black Primer. The product can be used as a base for mascara to make it longlasting, as a topcoat over mascara to make it longlasting and waterproof, or on its own as a subtle tint of black. It is rolling out now and retails for $24. The film begins appearing on YouTube and esteelauder.com today.
http://youtu.be/mSox5hbRHKc
wwd

 

[kokobombon]

some scenes on that vid are so cheesy, like "model pose 101" bad
but at least she´s selling mascara, something that practically every one of her followers can afford...

 

[Benn98]

This is exactly the route I thought they'd take with her. To include her into colour collections just wouldn't work.

 

[Mody]

OMG that is just so bad I have the 'I don't owe you any money' thought while I was watching this. and for one close-up her eyes are too intense makes this a little bit frightening

 

[Benn98]

OMG that is just so bad I have the 'I don't owe you any money' thought while I was watching this. and for one close-up her eyes are too intense makes this a little bit frightening

Hahaha, please elaborate what you mean here? Is it a meme?