Estée Lauder, a classic luxury beauty brand, successfully revitalized its image and captured the attention of younger consumers by partnering with supermodel and social media sensation Kendall Jenner. This strategic collaboration helped Estée Lauder connect with a millennial audience, modernize its brand perception, and generate buzz in a highly competitive beauty industry. The partnership is a shining example of how leveraging the right influencer can bridge the gap between a legacy brand and a new generation.
Leveraging Kendall Jenner’s Influence
Kendall Jenner, with her massive Instagram following and status as a style icon, was the perfect choice for Estée Lauder to reach a younger, trend-conscious audience. By making Kendall the face of their brand, Estée Lauder tapped into her influence and the social media engagement of millions of her followers. Kendall’s posts showcasing Estée Lauder products—from makeup tutorials to behind-the-scenes looks—created a genuine connection with her followers, making the brand feel more accessible and relatable to a younger demographic.
One of the standout moments of the partnership was Kendall’s promotion of the Estée Lauder ‘Modern Muse’ fragrance. Kendall not only featured the product on her own social media channels but also starred in a series of campaign videos that were heavily shared and discussed online. Her endorsement helped to introduce Estée Lauder to a new audience, repositioning the brand as not just for older women but as a modern, trendy option for millennials.
Combining Traditional and Digital Marketing
Estée Lauder didn’t limit Kendall’s influence to just social media. They combined traditional advertising with digital marketing by featuring her in TV commercials, print ads, and online videos. This multi-channel approach ensured that Kendall’s reach extended beyond Instagram and into more traditional forms of media, making the campaign highly effective and cohesive across all platforms.
By utilizing both digital and traditional advertising, Estée Lauder was able to amplify the campaign’s impact, ensuring that the message reached a wide range of consumers—both existing customers and potential new ones. This blend of marketing strategies demonstrated how brands can effectively use influencer partnerships to create a buzz that transcends social media.
Results That Speak for Themselves
Kendall Jenner’s collaboration with Estée Lauder led to a surge in brand awareness and sales among younger consumers. Estée Lauder reported a significant increase in engagement on their social media platforms and saw a noticeable spike in sales for the products Kendall promoted. This influencer partnership helped the brand refresh its image, making it more relevant and appealing to millennials and Gen Z consumers.
By strategically choosing an influencer who embodied the values and aspirations of their target market, Estée Lauder was able to create a successful campaign that breathed new life into the brand and solidified its position as a beauty leader for a new generation.
Want to Elevate Your Influencer Marketing Like Estée Lauder?
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Estée Lauder’s collaboration with Kendall Jenner proved that the right influencer can transform a brand’s image and reach a new generation of consumers. With Wobb, you can find the perfect influencers to elevate your brand and create campaigns that make a lasting impact.