This morning Estée Lauder announced that Kendall Jenner will be the new face of the beauty behemoth. (And we can't help but wonder if this unusual Saturday announcement is the result of a delay caused by no one being able to pay attention to anything but big sister Kim's oily butt for the last two days.)
The newly-minted A-list model is in good company at Estée Lauder. Kendall joins the likes of Joan Smalls, Liu Wen, Constance Jablonski, and Stephanie Seymour on the brand's roster of spokesmodels. According to a release, she'll appear in print, TV, and digital advertising, as well as "play an active role in creating social media content that will live on Estée Lauder’s channels as well as her own."
It's an exceptionally savvy move for the brand, which has been struggling to increase its visibility with a younger audience over the past few years, and which has been buying up several hot, niche beauty companies recently. The 19-year-old Kendall has almost 16 million Instagram followers, and is part of a family that clearly knows how to get a message out. Kendall already has her own landing page on Estée's site, complete with vintage video footage of her as a toddler putting on mom Kris's makeup. There's also a high fashion editorial-like photo gallery, and a curated list of shoppable products.
Kudos, Kendall, and thank you for keeping it klassy.