The world-renowned beauty industry leader, L’Oréal Paris, has officially welcomed Kendall Jenner, an icon of Generation Z, into its prestigious cadre of global ambassadors. This move significantly marks L’Oréal Paris’ fervent commitment to speak to the younger generations while upholding its long-standing tradition of empowerment and innovation in the beauty sector.
L’Oréal Paris, a titan among beauty brands, named Kendall Jenner, the sensational American top model, as its new global ambassador. Starting from September, Kendall will be steering the brand’s high-impact makeup campaigns, significantly adding to an esteemed lineup of muses such as Kate Winslet, Cindy Bruna, and Eva Longoria.
“In the realm of beauty, this stands as one of the most monumental announcements“, proclaimed the press statement from the cosmetics giant. L’Oréal Paris’ strategic move aims to resonate more deeply with Generation Z, a demographic of beauty enthusiasts that hold sway in current make-up trends.
As the International Managing Director of L’Oréal Paris, Delphine Viguier, eloquently put it, “Kendall Jenner embodies everything that Generation Z stands for. She boldly defines her own image, thriving in her self-confidence, and inspiring others to do the same“. Viguier lauded Jenner’s knack for setting the cultural tempo for her generation and sees this as a unique opportunity to propel L’Oréal Paris to new heights, particularly within the make-up category.
“No one is building the Kendall Jenner image, but Kendall“, Viguier added, celebrating the model’s exceptional career trajectory that took off when she was barely a teenager. Viguier also expressed appreciation for Jenner’s strong ties with French fashion, which aligns perfectly with L’Oréal Paris’ roots in France and its partnership with Paris Fashion Week.
A true connoisseur of make-up, Jenner will initially front the campaign for L’Oréal Paris’ longwear lipstick from the Infallible franchise, an embodiment of Jenner’s philosophy – “I’m not infallible, but my makeup is“. Viguier opined that Kendall’s representation truly captures the feminine and feminist ethos of L’Oréal Paris.
On Jenner’s professionalism, Viguier recounted, “Her drive and professionalism amazed me. She quickly grasped the essence of our storyboard and the campaign vision. After the first day of shooting, it felt like she had been a part of L’Oréal Paris forever“.
Described by Viguier as a “unicorn” and an entrepreneur in her own right, Jenner’s association with L’Oréal Paris is a match made in heaven. With her expansive social media reach, Jenner is in a prime position to touch millions of people with the accessible luxury brand.
With this alliance, L’Oréal Paris aims to spotlight the transformative power of make-up, a category that accounts for about 20 percent of its sales, restoring its pre-COVID-19 glory. The brand has been witnessing a robust resurgence worldwide with lipstick and mascara being the stalwarts in their product range.
For Viguier, color cosmetics serve as an “armor“, empowering people to face the world with more confidence and comfort. “Make-up delivers an immediate payoff. It truly embodies L’Oréal Paris’ values“, she said.
Born in 1995 in Los Angeles, Kendall Jenner, a model since the tender age of 13, has graced the runway for brands like Prada, Versace, and Burberry. She is one of the most influential young women in the world, with 350 million followers on social networks. Her Instagram account is said to be the twelfth most followed in the world. Besides her modeling prowess, Jenner uses her influence to shine a spotlight on pressing issues like mental health and anxiety, truly making her a fitting global ambassador for L’Oréal Paris.
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©Photo: L’Oréal
