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Californian model and TV star Kendall Jenner has reportedly signed an £11 million (€12.8 million) deal to become the beauty giant’s new face.
The announcement was revealed by British tabloid The Sun on Monday 17 July and picked up by The Industry.Beauty.
The 27-year-old model, half-sister to Kim, Khloe and Kourtney, has been known since the age of 12 via the American reality show The Incredible Kardashian Family, and is now set to embody the international image of the L’Oréal group.
This contract will enable the beauty giant to beef up its presence on social networks. For the moment, neither Kendall Jenner nor L’Oréal have confirmed the news.
Inclusive recruitment
On Monday 17 July, British newspaper The Sun reported that reality TV star Kendall Jenner had just signed a muse contract with the L’Oréal group, worth £11 million (€12.8 million).
It all started with an advert on l’Oréal’s Instagram account on 16 July. It showed a clapman obscuring the view of a model in the background, whose figure was no secret to her fans, who commented on it in droves.
Voir cette publication sur Instagram
For brand and culture expert Nick Ede, who runs a press relations company in London, “this is a great signature which means that L’Oréal is evolving with the times“.
This choice is also a nod to her sister and youngest member of the Kardashian clan, Kylie Jenner. Unlike Kylie, Kendall does not yet own her own brand of beauty products, and even less so with a community of 26 million followers.
However, Kylie launched her Kylie Cosmetics brand in 2015 before diversifying into skincare with Kylie Skin in 2019.
Nick Ede points out that L’Oréal and its inimitable slogan “because you worth it“ – in place since 1971 in its old version – has always been particularly inclusive in its casting, not hesitating to promote more senior celebrities like Jane Fonda and Helen Mirren or even Latino stars like Eva Longoria and Jennifer Lopez.
An image strategy on social networks
If the L’Oréal group dared to recruit a celebrity from outside the world of beauty, it was to take advantage of its engaged community on social networks.
As Nick Ede points out, “signing a reality TV star rather than a new actress shows the importance the group attaches to social networks”.
In doing so, the group is building on the buzz generated by the model’s appearance at the MET Gala in New York last May.
Like the rest of the attendees, she paid tribute to the rock and baroque style of the late artistic director of Chanel, Karl Lagerfeld, appearing in a shimmering black bodysuit with dramatic sleeves and a white collar. Her beauty routine was no exception, enhanced by the l’Oréal teams.
The revelations of her make-up artist, Mary Philips, in an Instagram post about the full range of beauty products she was wearing that evening – including Fresh Wear 24-hour foundation and Color Riche Intense Volume lipstick – had caused quite a stir on the brand’s social networks.
At the time, the make-up artist declared that she had been heavily inspired by the 1970s aesthetic, “with a focus on the eyes: bold lashes to complement the upper and lower lash lines with a classic winged liner.”
Kendall Jenner may not have a wealth of experience in the beauty world, but she is firmly rooted in the satellite world of beauty that is luxury fashion.
She has modelled in campaigns for Miu-Miu, Jimmy Choo and Versace. Add to this the fact that she has already appeared on numerous press covers for Vogue and walked the catwalk for brands as diverse as Burberry, Jacquemus and Prada.
Read also > L’Oréal unveils its Beauty innovations at Vivatech
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Californian model and TV star Kendall Jenner has reportedly signed an £11 million (€12.8 million) deal to become the beauty giant’s new face.
The announcement was revealed by British tabloid The Sun on Monday 17 July and picked up by The Industry.Beauty.
The 27-year-old model, half-sister to Kim, Khloe and Kourtney, has been known since the age of 12 via the American reality show The Incredible Kardashian Family, and is now set to embody the international image of the L’Oréal group.
This contract will enable the beauty giant to beef up its presence on social networks. For the moment, neither Kendall Jenner nor L’Oréal have confirmed the news.
Inclusive recruitment
On Monday 17 July, British newspaper The Sun reported that reality TV star Kendall Jenner had just signed a muse contract with the L’Oréal group, worth £11 million (€12.8 million).
It all started with an advert on l’Oréal’s Instagram account on 16 July. It showed a clapman obscuring the view of a model in the background, whose figure was no secret to her fans, who commented on it in droves.
Voir cette publication sur Instagram
For brand and culture expert Nick Ede, who runs a press relations company in London, “this is a great signature which means that L’Oréal is evolving with the times“.
This choice is also a nod to her sister and youngest member of the Kardashian clan, Kylie Jenner. Unlike Kylie, Kendall does not yet own her own brand of beauty products, and even less so with a community of 26 million followers.
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Californian model and TV star Kendall Jenner has reportedly signed an £11 million (€12.8 million) deal to become the beauty giant’s new face.
The announcement was revealed by British tabloid The Sun on Monday 17 July and picked up by The Industry.Beauty.
The 27-year-old model, half-sister to Kim, Khloe and Kourtney, has been known since the age of 12 via the American reality show The Incredible Kardashian Family, and is now set to embody the international image of the L’Oréal group.
This contract will enable the beauty giant to beef up its presence on social networks. For the moment, neither Kendall Jenner nor L’Oréal have confirmed the news.
Inclusive recruitment
On Monday 17 July, British newspaper The Sun reported that reality TV star Kendall Jenner had just signed a muse contract with the L’Oréal group, worth £11 million (€12.8 million).
It all started with an advert on l’Oréal’s Instagram account on 16 July. It showed a clapman obscuring the view of a model in the background, whose figure was no secret to her fans, who commented on it in droves.
Voir cette publication sur Instagram
For brand and culture expert Nick Ede, who runs a press relations company in London, “this is a great signature which means that L’Oréal is evolving with the times“.
This choice is also a nod to her sister and youngest member of the Kardashian clan, Kylie Jenner. Unlike Kylie, Kendall does not yet own her own brand of beauty products, and even less so with a community of 26 million followers.
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