Kendall Jenner Is the New Face of Estée Lauder

The official Estée Lauder video announcing Kendall Jenner as the brand's new spokesperson

On November 14, Kendall Jenner, the 19 year-old daughter of Kris and Bruce Jenner (and of course, sister of Kim), was named the newest face of Estée Lauder. In a highly coordinated move, Vogue.com officially broke the news with Kendall herself promptly following with a post on her Instagram account. The post quickly garnered over 1 million likes and 50,000 comments. On the Saturday of the announcement, EsteeLauder.com "received six times the number of unique visitors as on an average Saturday. Within 48 hours of the announcement, 90 percent of visitors to the site were first-timers, 71 percent viewing the site on a mobile device" according to a NYTimes article.

The choice of Jenner to be the next face of the iconic cosmetics line, which has featured the likes of Gwyneth Paltrow and Elizabeth Hurley in the past, represents a shift towards a younger positioning for the brand as well as the changing notion of modeling and celebrity.

While Jenner has been working on establishing a modeling career for several years and is certainly a pretty face, what makes her especially attractive to a more traditional brand like Lauder is her serious social media following. Jenner has more than 16 million followers on Instagram, the visual nature of which lends itself perfectly to marketing cosmetics. Her Q Score, which measures a celebrity's awareness amongst the general population, is 33 - only 2 percentage points lower than Gisele Bundchen, the world's highest paid model.

Jenner is uniquely positioned to a younger, media-savvy audience to the brand and will no doubt play an active role in marketing announcements and efforts. All you aspiring models out there, take note - your social media presence might help land you your next gig. And if that fails, maybe you can ask your sister for help...