"Because I'm worth it" is perhaps one of the best-known advertising slogans. L'Oréal Paris was the beauty firm that launched this iconic phrase more than fifty years ago, which is pronounced in its campaigns by ambassadors such as Eva Longoria, Elle Fanning, Irina Shayk and, starting next September, Kendall Jenner will also pronounce it.
The model has just become the new image of the French company, specifically, she will star in the campaign for the Infallible Matte Resistance Lipstick, as well as other new products that will go on sale in the coming months.
"L'Oréal Paris is honored to announce our collaboration with one of the most powerful women in the world," Delphine Viguier-Hovasse, Global Brand President of L'Oréal Paris, said in a statement.
As he assures, the member of the Kardashian clan is one of the most influential people of the moment. "It marks a new height in our mission to empower all women, everywhere. At any other time, Kendall Jenner might have been as successful as she is now, but perhaps her worth, her choices and her image could have been defined or even controlled by other people. But no one defines who Kendall Jenner is more than Kendall Jenner. She embodies everything Gen Z stands for," she says.
For her part, the brand new ambassador shows her satisfaction with this contract with which she becomes the new beauty icon. “It's an honor to be part of a new sorority of strong and powerful women and to be able to say those iconic words: 'I'm worth it,'” she says.
The brand has already released several images of its ambassador, who wears different types of makeup designed for various times of the day. For example, a seductive and sophisticated make-up with black eyeliner and red lips for the night, or a very natural make-up, with marked eyelashes and nude lips.
In addition, L'Oréal Paris has highlighted the visibility that Kendall has given to mental health. "Over the years, she has used her position and platform to speak openly about her mental health and anxiety issues. Her honesty has helped start conversations among the millions of young women and girls who look up to her. Because the mere fact Knowing that Kendall Jenner also struggles with insecurity allows girls to open up about their own problems and create support networks on their way to self-esteem," they say.
