Analysing a modern beauty advertisment

When we were talking about how brands use celebrities to sell products, i automatically thought of estee lauder's recent collaboration with Kendall Jenner. I always thought it was a bit of an odd combination, as I always thought Estee lauder to be a brand aimed at older women. By making kendall jenner 'the face' of their brand, they are trying to appeal to a different audience. kendall is twenty years old and is very popular with girls of a similar age and younger. Altough she is one of the kardashian sisters, I feel like she has a whole image of her own. She is a very sucessful supermodel in her own right, she has very classic and naturally beautiful features. Whereas the rest of her family have had countless plastic surgeries and fillers. The rest of the kardashian clan are seen as quite trashy, and wouldn't be appreciated by Estee lauder's customers. I think it was a brave move to use kendall, but it definitely worked.

Estee lauder are a brand that have always advertised quite classic looks, nothing too adventurous like illamasqua or mac.  Kendall is extremely popular, but has never been caught in any controversy like the rest of her family, a rose among thorns you might say. She has always been very classy, despite her surroundings, and is actually a great role model for this reason. I feel this may be part of the reason she was chosen to be the face of Estee Lauder.


The advert is subtly sexy, kendall is looking into the distance with one finger placed on her lips. Drawing attention to the lips automatically makes it sexier. The background and her outfit are monochrome, with the red lipstick,nails and products being the only splash of colour. The chosen colour is red, which is very prominent against the black and white. Red is a colour associated with danger, excitement, love and sex. This theme is carried on by the lexical cluster of words 'driven, desire, envy, potent'. These words all provoke similar emotions, and are words associated with 'wanting'. They claim that their lipcolour will have a 'potent' effect. It seems that they are trying to portray a strong woman who knows exactly what she wants! I think they have created a powerful,yet subtly sexy advertisment to entice women of all ages.

pic - http://warssawajunior.pl/category/uroda/page/2/