PARIS — Kendall Jenner has been named recent global ambassador for L’Oréal Paris, taking the lead on its makeup campaigns starting in September.

“L’Oréal Paris has been an iconic brand for so long as I can remember,” Jenner told WWD. “I’m so excited to develop into an element of a team that has such passion and purpose in what they’re doing. 

“My mom has at all times been a source of inspiration for me in all points of life, and L’Oréal Paris is something she used while I used to be growing up, so I even have her to thank for showing me the best way,” she continued. “L’Oréal Paris is timeless and iconic. I attempt to at all times lean into the classics. ‘I’m value it’ is all about understanding and knowing your value, which I feel is so vital, especially in today’s day and age.”

 The model, entrepreneur and media icon was making reference to the brand’s longstanding tag line.

Délphine Viguier-Hovasse, global brand president of L’Oréal Paris, said: “We consider that Kendall is currently setting the culture of the young generation. The thought is to actually be sure that L’Oréal Paris is a brand that feels the heart beat of the culture, of the young generation. We thought that Kendall has the ability to drive the brand L’Oréal Paris to the subsequent level, especially within the makeup category.

“Nobody is constructing the Kendall Jenner image, but Kendall,” Viguier-Hovasse explained.

The manager also lauded Jenner for developing her profession in a remarkable manner, citing her meteoric rise within the modeling world starting at a really young age, not least in Paris.

“That she’s in tune with French fashion is vital to us,” said Viguier-Hovasse, talking about L’Oréal Paris’ link to Paris Fashion Week and France because the birthplace of the brand’s parent company L’Oréal. “She loves makeup.”

Viguier-Hovasse called Jenner an authority in makeup, and said the brand loves teaming along with her and her makeup artist Mary Phillips.

Jenner’s first campaign can be for the L’Oréal Paris longwear lipstick from Infallible, the franchise coming with the tag line “I’m not infallible, but my makeup is,” for which she is the face. Viguier-Hovasse said that chimes with Jenner’s ethos.

“She embodies thoroughly the female and feminist values of L’Oréal Paris,” the chief said.

The ad was shot starting at the tip of March.

“I’ve been impressed by the actual fact she’s super driven and skilled. She understands super-fast what we intend to do on the storyboard, on the shoot,” Viguier-Hovasse said. “I told her after the primary day of shooting: ‘It’s such as you’ve been at L’Oréal Paris eternally.’”

She described Jenner as an entrepreneur who’s sensitive to the undeniable fact that the accessible luxury brand can touch tens of millions of individuals.

“The positioning goes thoroughly along with her, because she has a big audience,” Viguier-Hovasse said.

A Gen Zer herself, Jenner has an enormous social media presence, with 350 million followers online.

“She’s a unicorn,” Viguier-Hovasse said.

With Jenner’s nomination, the strategy is to place makeup on the forefront of the L’Oréal Paris brand, where the category generates roughly 20 percent of sales, on a par with pre-COVID-19 levels.

Viguier-Hovasse cited the strong return of L’Oréal Paris makeup worldwide, with dynamic growth in all geographic markets. The brand keeps gaining market share in countries comparable to the U.S.

“Lipstick and mascara are really something very strong this and last 12 months,” Viguier-Hovasse said. “Makeup is transformative.”

She described color cosmetics as an “armor,” as well.

“You then face the day, you face the world,” Viguier-Hovasse said. “Makeup is something that’s each a pleasure and a tool to feel more powerful, comfortable and self-confident. You’ve got an fast result that is basically paying off. It really embodies the values of L’Oréal Paris.”

She describes Jenner as joining a sisterhood of world ambassadors, which also includes Cindy Bruna, Eva Longoria, Andie MacDowell, Jane Fonda and Helen Mirren. They’re women of diverse ages, cultural backgrounds and skills.

“She feels also the sorority,” Viguier-Hovasse said.

Jenner was formerly the face of the Estée Lauder brand, starting in November 2014. She fronted The Estée Edit starting in early 2016. It was a set developed along with her input for the Millennial generation shopping at Sephora and was discontinued in September 2017.