'Instagirl' Jenner Brings 30 Million Fans as New Face of Lauder

Perhaps Not a 'Prestige' Move but a Powerful Social Media Play

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A photo posted by Kendall Jenner (@kendalljenner) on

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

Jenner, the half-sister of reality-TVstar 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. 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."

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.

~ Bloomberg News ~

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