Kloss to Debut in Fall Campaigns, Partner with Estée Lauder on Digital Beauty Content and Kode With Klossy
Estée Lauder announced that it has signed Karlie Kloss, model, entrepreneur, and philanthropist, as its newest Global Spokesmodel and Brand Ambassador. Karlie joins the current roster of Estée Lauder spokesmodels Carolyn Murphy, Fei Fei Sun, Gabriella Wilde, Hilary Rhoda, Joan Smalls, Kendall Jenner, Misty Copeland and Yang Mi.
Kloss’s first campaigns will debut beginning in July 2018 across digital and social platforms, TV, in-store and print to support Estée Lauder’s iconic products including Pure Color Envy Sculpting Lipstick, Double Wear Stay-in-Place Makeup and Revitalizing Supreme+ Global Anti-Aging Cell Power Creme. These campaigns were shot by Josh Olins in Los Angeles and Palm Springs.
“Karlie is the modern-day Estée and we are thrilled to welcome her to the Estée Lauder brand,” said Stephane de La Faverie, Global Brand President, Estée Lauder. “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.“
Kloss launched her YouTube channel, Klossy in 2015, which has garnered over 690,000 subscribers and over 33 million views. Through her combined content platforms, she has amassed over 16.8 million followers to date.
In addition, Kloss’s production company, Klossy productions, will also partner with Estée Lauder to create Karlie’s own beauty content to share with over 16 million followers across her social and digital platforms. Her first video was launched this week, featuring founder Estée Lauder’s great-granddaughter, actress Danielle Lauder. In a humorous, behind-the-scenes sketch, Ms. Lauder oversees Kloss during her first day working at Estée Lauder’s New York City headquarters. This is the first in a series of videos that will be produced by Kloss that will debut on her YouTube channel, Klossy, as well as on both Kloss’s and Estée Lauder’s digital and social channels.
Raised in St. Louis, Missouri, Kloss was discovered at a local charity fashion show in 2006. Her career quickly took off, walking for top designers including Christian Dior, Alexander McQueen, and Versace, among dozens of others, and starring in several major global campaigns including adidas, Calvin Klein, Carolina Herrera and Swarovski. She launched Kode With Klossy in 2015 to empower girls to learn to code and become leaders in tech. Kloss was recognized on the TIME 100 list for her philanthropic work as the founder of Kode With Klossy and was featured on the covers of Fast Company and Forbes for her work to scale the organization.
“Karlie is perfect for Estée Lauder,” said Aerin Lauder, Style and Image Director, Estée Lauder. “As a successful model, entrepreneur and founder of Kode With Klossy, Karlie is both beautiful and accomplished. I am so excited she is joining the brand.“
To leverage Karlie’s commitment to educating and building confidence in the next generation of young women, the beauty company will also support Kode With Klossy through coding camp scholarships and events. Kode With Klossy is a philanthropic initiative founded by Karlie in 2015 which hosts free, two-week coding summer camps for girls aged 13-18 and fosters a national community focused on furthering career opportunities for girls in tech.
“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 recently forayed into media and television, hosting Freeform‘s six-part series ‘Movie Night With Karlie Kloss‘ and premiering as a correspondent in season one and two of the Netflix original series ‘Bill Nye Saves The World.’ Kloss also sits on the board of Oath serving as an advisor alongside Oath chair Serena Williams and other industry leaders.