Jane Hertzmark Hudis, the Global Brand President of Estee Lauder says, "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, breath and share beauty, fashion and life 24/7...She is the ultimate instagirl, and we are excited to leverage her image, voice, energy and extraordinary social media power to introduce Estee Lauder to millions of young women around the world".
Most people have a lot of negitivity surrounding the new campaign girl, saying that it is adding to the "Kardashian takeover". I do feel that Estee Lauder are going against their usual target consumer; the slightly older women, which may ultimately put their usual consumer off of the brand if they change the brand to fit in with the younger generation too much. Yet despite this I can't help but think that it is a very clever move by the brand that will be incredibly effective in bringing what has sometimes been considered a brand for "older women" to a whole new consumer; the younger beauty addicts. Also, I genuinely believe Kendall to be one of the classier Kardashians with her leveled business head and polite and grateful presence; (She says) "It honestly feels like a dream to represent such an iconic beauty brand- it is an incredible honor and quite humbling".
Many people may think that no one will live up to Elizabeth Hurley and her time with the brand, but I can't help but feel that Kendall is a really exciting choice to be the face of their campaign as I feel it will help to attract a new consumer that is slightly edgier but still wants that 'classically beautiful' look.
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