Trend continues: Social follower number$' where the money flows.
Estee Lauder Cos., seeking to ride on Kendall Jenner's ever-growing coattails and 30 million social-media followers, has hired the model to represent its flagship cosmetics brand worldwide.
"Although perhaps not a 'prestige' move, the company needs to attract a younger audience," said Sanford C. Bernstein & Co. analyst Ali Dibadj. "Social media broadly, and this signing in particular, may be a step in the right direction for some of its brands."
Yesterday Anna Wintour put it another way: "I think if we just remain deeply tasteful and just put deeply tasteful people on the cover, it would be a rather boring magazine!"
Jenner has the main link of her Instagram account pointing to Estee Lauder.