Her star has been on the rise for some time now – and not because of that famous family’s reality merry-go-round. Kendall’s everywhere, and goes as such by her first name. Yet, even in this age of the Insta-Model, this recognition feels like an especial triumph since so many naysayers thought those reality show roots would be the poisoned chalice to scupper such chances; on the one hand giving her an unrivalled visibility to the millions watching, but on the other, tarring her name with its inescapably tacky brush.
Yet, those same detractors were left eating their words as Jenner was booked for campaign after illustrious campaign, clocking up numerous runway appearances before finally confirming her status as a bona fide ‘Super’ when she was announced as the latest spokesmodel for Estée Lauder in November 2014, joining the ranks of Carolyn Murphy, Joan Smalls and Arizona Muse, to name a few.
When this happened, (and probably, definitely) like every other beauty buff following the news, I watched with intrigue as this popular 19-year-old was recruited for what had always been a brand with a mature demographic. What campaigns would she front? What products would be released? Jenner’s too obviously young to front anti-ageing products but too major for a cursory lip balm release, so what was the consumer going to get from this much-lauded deal? Three months after her appointment though, February 2015 brought the release of the Little Black Primer mascara; it enjoyed much success and confirmed her selling-power, but thus required a great rebuttal campaign. I’m glad to say it’s here. Be upstanding (or at the online checkout, anyway) for the Restless lipstick, £25.
Like L’Oreal before them Estée Lauder have immortalised their star girl in red carnauba wax; their website coolly telling you this is ‘Kendall’s shade’. But it really is the ultimate summer red. I know this because within a day of its release I confirmed my order with reckless abandon, never having tried nor tested the product given its online only sales (and even as I’m typing this, I’m constantly reminded by the facts of its launch that the exclusivity ante has been upped at every turn).
But product and sales strategy aside, big brands know packaging is a crucial part of the deal, and they haven’t missed the mark here. Mine was delivered to the office and arrived like Willy Wonka’s Golden Ticket. The padded envelope is stunning indigo, lifted from EL’s classic logo, and when you’re inside, the treats continue. As you checkout you can pick from three mini-products as a trial gift, so I went for the Sumptuous Extreme Mascara (which is amazing, but more on that later). It came packaged in a faux silk drawstring pouch – but the little flourishes didn’t stop there. The lipstick itself has a unique magnet click rather than a normal plastic one and there are autographs aplenty adorning the outside packaging and bullet case.
The pigment is rich due to the matte finish, (so you can be economical with the use) but you needn’t worry about it drying out your lips either as the ingredients encourage moisturising effects, too. Rest assured though, it has stay-ability powers. I went on a three-mile run to test mine and it was still in place in all its resplendent red glory when I finished.
With a 4.5 star rating on the brand’s website, you’d be taking sage advice to get yourself over there too. I’ll be stockpiling mine.