Kendall Jenner newest face of Estee Lauder

Reality TV star turned model, Kendall Jenner (pictured above on set of an Estee Lauder photoshoot) has just been announced as the newest spokesperson for Estee Lauder. She is set to appear in digital, TV and print advertising campaigns and play an active role in creating social media content that will live on Estée Lauder’s channels as well as her own.

Initially known for being the sister to the infamous Kim Kardashian (who has currently been hitting headlines for less glamorous reasons), Kendall has carved out a career as a fashion model, debuting on the runway in February for Marc Jacobs, walking in the Chanel Haute Coutre show and followed that up by appearing in an advertising for Givenchy.

“Bridging the worlds of high fashion, entertainment and social media, Kendall is a modern beauty who represents a whole new generation of women who live, breathe and share beauty, fashion and life 24/7, on their own terms, in a visually compelling way,” said Jane Hertzmark Hudis, Global Brand President, Estée Lauder. “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.”

This announcement shows that the classic beauty brand is taking a fresh turn with brand focus, choosing a model/celebrity with not only fashion credentials but social and celebrity status as well. Kendall can claim a social media following of over 30 million fans across Instagram, Twitter and Facebook.

“It honestly feels like a dream to represent such an iconic beauty brand — it is an incredible honor and quite humbling,” said Kendall 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.”

What do you think of this announcement?