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The newest face of Estée Lauder, 19-year-old model Kendall Jenner, debuted her first video ad campaign for the brand yesterday. The campaign, which highlights the brand’s newest launch, a black tinted lash primer called Little Black Primer, features a windblown Jenner looking sultry while showing off her lashes. The primer can be used with and without mascara, either alone as a tint, as a base coat to boost volume, or as a top coat to set mascara. The primer is perfectly in line with the no-makeup makeup trend that we’ve seen on the runway in recent months, it gives you color and definition without having to apply a thick product—the brand even suggests applying the primer to wear overnight. When it comes to eye makeup, Jenner admits to being a perfectionist. “I sort of have O.C.D with my eye makeup so even if it’s supposed to look messy I still try to make it look perfect,” she says.
Related: Kendall Jenner Signs with Estée Lauder
When Estée Lauder first announced Jenner’s contract, it left more than a few people wondering what the reality television and social media star would bring to the table—and now with this video, we know. The video, which features Jenner appearing topless, batting her lashes for the camera, feels a lot edgier than past campaigns and is helping the brand resonate with a younger audience.
The model shared the ad with her 18.1 million Instagram followers and as of press time, it’s received over 400,000 likes and close to 22,000 comments. If Estée Lauder was hoping for a social media boost in hiring the young model, they’re getting it. It’s an impressive debut that has left us wanting to see more.