Monday, 17 November 2014

♥ Have You Heard...

The Internet and my social media time lines have been blowing up over the reveal of the new face of Estée Lauder. They've opted for nineteen year old Kendall Jenner - one seventh of the somewhat infamous Kardashian clan. Now, when I saw the news I instantly associated Estée with the older woman, something they're apparently changing up. Looking at past campaigns, you may link actresses Liz Hurley and Gwyneth Paltrow (mature 'mother' figures) and it makes you wonder where this massive transition came from. Now, when you Google Estée, the top link is 'Kendalls Faves' something that is highlighting the issue completely - they are trying to branch out to a younger, hipper, consumer and the language they're using perfectly reflects that.

I believe that it's a desperate attempt to introduce a classic brand to a new, younger consumer. This is something I don't think Estée Lauder should really be doing. Under their company are other brands like Clinque, Smashbox and Bobbi Brown - which are more open to a younger audience (despite the still large price tags) and much more appropriate to have Jenner in their campaigns. So why do they feel the need to drag ridiculously young girls toward their very luxurious and expensive line?

I've seen bloggers and friends rave about Estée  products and I am lusting after their double wear foundation, because I feel like if I opt for any luxurious beauty product it would have to be their foundation. The reviews of their products on Boots are mostly from the older age range and I don't think it's okay to market a £30 bottle of foundation to a 'tweenage' audience. It just highlights the issue of young, impressionable, girls being forced to think that makeup is the be all and end all - when in reality a bottle of foundation that costs £5 from the Miss Sporty range is made for younger skin that doesn't need the coverage older skin may need... If a younger teenager even needs to wear make up - at all - that is.

But alas, I'll add that you simply cannot lump Kendall into the same likes as her older half-sisters. Kendall is the only one of the bunch that has made a name for herself without managing to cause a scandal in the process. I mean, even Kylie has us all talking about whether she has or hasn't had her lips done! Kendall had a goal - to be a high profile runway model - and she achieved it. Yes, it maybe helped that Kim Kardashian is one of the most famous women in the world and Anna Wintour has took a massive liking to the family, but Kendall Jenner has made a name for herself in all the right ways and I'm sure she'll continue to do so for many, many years.

Em x


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