Kendall Jenner will soon add yet another Estee Lauder campaign to her resume. The 19-year-old model will star in upcoming ads for the beauty brand's new fragrance, Modern Muse La Rouge.
Fashionista writes that Estee Lauder CEO Fabrizio Freda shared the news last Tuesday in a call revealing that sales across all of Estee Lauder's brands rose just 1% during the first three months of 2015. The company is attempting to encourage sales among millennials by hiring young stars such as Kendall Jenner for Estee Lauder and Tavi Gevinson for Clinique.
The strategy appears to be working: the Wall Street Journal writes that Freda said that Kendall's posts on social media were responsible for bringing younger customers to Estee Lauder.
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Freda said that Estee Lauder chooses younger models "because makeup is about transforming yourself and is playful, which fits very well with social media."
The partnership has also benefited Kendall: Estee Lauder is her first major beauty contract.
"To be honest I grew up with Estee Lauder, I remember seeing my mom using it when I was a kid. To grow up with it and to be working with them now it's so incredible," Kendall said when the news was announced.
This article was originally published on Fashion & Style.