The New York Times published a lengthy profile (2344 words!) of reality TV star-turned-model Kendall Jenner. The 19-year-old daughter of Kris and Bruce Jenner has just been named the new face of cosmetics giant Estée Lauder – a handsome contract held previously by Oscar winning actress Gwyneth Paltrow and supermodel Elizabeth Hurley.
Estee Lauder didn’t promote the news of Jenner in the traditional way (new releases or email blasts). According to the Times: “Instead, after Vogue broke the story on its website, in anticipation of a 13-page spread in the magazine, Ms. Jenner was encouraged to tell the public herself, on her own Instagram account.” Jenner has over 16 million followers on Instagram; Estee Lauder has 323,000. That’s Kendall Jenner’s winning secret sauce. You can’t pay for that kind of exposure–or wait, yes you can.