Welcome to the Spotted Review, an ongoing series where we analyze and grade the strength of the latest celebrity collaborations and partnerships — powered by data and research.
In the latest edition, the Spotted Review Team examines supermodel, 38-time Vogue cover girl, entrepreneur and philanthropist Karlie Kloss’s new partnership with iconic beauty and makeup brand, Estée Lauder.
Download this edition of the Spotted Review now to gain access to exclusive insights including:
- The overall strength of the partnership between Karlie Kloss and Estée Lauder
- The overlap between Karlie Kloss’s online audience and Estée Lauder’s online audience
- Karlie Kloss’s relevance, momentum, and Instagram follower growth
- The brands Karlie Kloss is spotted most frequently with on Instagram and in paparazzi photos
The Context: Karlie Kloss x Estée Lauder
Karlie Kloss is a 25-year-old American supermodel, 38-time Vogue cover girl, entrepreneur and philanthropist. Raised in St. Louis, Missouri, Kloss was discovered at a local charity fashion show in 2005 and has been professionally modeling ever since.
Kloss has been featured in numerous campaigns for iconic fashion brands including Dior, Louis Vuitton, Marc Jacobs, Oscar de la Renta, and Versace. She is currently the face of Carolina Herrera, Adidas, and Swarovski. In 2016, she was named one of Time Magazine’s 100 Most Influential People.
Aside from modeling, Karlie Kloss has been involved with many philanthropies. She partnered with Momofuku Milk Bar to create her own line of vegan, gluten-free cookies to benefit Feed and the Council of Fashion Designers of America. She has collaborated with Warby Parker to benefit Edible Schoolyard NYC.
In addition, Kloss launched Kode With Klossy in 2014, the goal of the scholarship and coding camp being to empower girls to learn how to code and become leaders in tech. The foundation hosts free, two-week coding summer camps for girls aged 13-18 and fosters a national community furthering opportunities for girls in the tech industry.
In 2015, she launched her own YouTube channel, Klossy, to share her and others’ stories, which now has over 600,000 subscribers and over 33 million views.
Estée Lauder announced Karlie Kloss as its newest Global Spokeswoman and Brand Ambassador on April 19, 2018. Her first campaign will debut in July 2018 across digital, social, TV, in-store, and print to support Estée Lauder’s products.
Kloss’s production company, Klossy Productions, will be partnering with Estée Lauder to create beauty content that will be shared across her social and digital platforms. Estée Lauder will support Kode With Klossy through coding camp scholarships and events.
In the press release for the announcement, Stephane de La Faverie, Global Brand President at Estée Lauder, commented, “Karlie has achieved tremendous success in her career through hard work, first taking the fashion world by storm, then becoming a media and television personality, and now empowering young women to become future leaders in tech. Her passion for beauty, unique voice and global social media presence will help us continue to inspire and connect with women around the world.”
“It is a dream come true to join the Estée Lauder family,” said Kloss. “I am so inspired by the brand’s legacy and values —from the entrepreneurial spirit of Estée herself to the company’s unparalleled commitment to creating best in class products for women around the world. I could not be more proud and honored to be part of such an iconic brand.”
Kloss released a four-minute video called “First Day at My New Job” on her YouTube channel to kickstart the partnership.
This isn’t Kloss’ first beauty contract; L’Oréal Paris tapped the supermodel for a brand ambassadorship in 2014. But it looks like Kloss’ contract with Estée Lauder will extend beyond standard brand spokesmodel and ambassador duties, with the partnership building upon her existing dedication to philanthropy and commitment to educating and building confidence in young women.
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