Back in November beauty giant Estée Lauder announced their newest face to be none other than reality star and model Kendall Jenner and now the first ad has arrived…
Anyone who had questioned the prestigious brand’s choice to sign 19-year-old Kendall will be eating their words. The ad for the new Estée Lauder Little Black Primer — a lash coat that can be used alone as a tint, under mascara as a primer, or over mascara as a topcoat — is flawless.
It features a windswept Jenner looking super sultry while showing off a set of pretty much perfect lashes. It’s edgy, beautiful, fashion-forward, and different to what we’ve seen from the brand before without steering so far from the Estée Lauder aesthetic that its unrecognizable. By striking this fine balance (no easy feat), the ad is sure to do its job of keeping Estée’s existing fans around while recruiting a new, more youthful market.
A large part of Kendall’s appeal was her social media following (a cool 18.2 million Instagram followers is nothing to be scoffed at) and given that in just one day this debut ad amassed 415k likes on the model’s Instagram alone, we can certainly see the appeal…
In addition to the debut ad, Estée Lauder have set up a ‘Kendall’ page on their website where the we can keep up with the Kardashian star’s favourite Estée Lauder products and includes the video below that was released back in November to announce the partnership.
With this first ad making its debut, we’re feeling pretty excited about what else the partnership will bring. Stay tuned!