Influencership: Kendall Jenner is L’Oréal’s global ambassador, Vanessa Hudgens curates Ipsy’s icon box

19 Jul 2023 --- In recent celebrity-led brand activities, L’Oréal has partnered with fashion model Kendall Jenner, while beauty membership brand Ipsy launched an Icon Box of cosmetics curated by actress Vanessa Hudgens. Also, Urban Decay teamed up With the Los Angeles (LA) Sparks for the 2023 Women’s National Basketball Association (WNBA) season.

Gen Z-oriented cosmetics campaign
With 350 million followers on social media, Jenner hails from the reality TV family, the Kardashians, and has been selected as L’Oréal’s global ambassador to attract Gen Zers.

The beauty giant describes her as a “powerful, successful, talented young woman, media icon, entrepreneur and constant figure” in fashion.

“L’Oréal Paris is honored to announce our partnership with one of the most powerful women in the world. It’s a new high in our mission to empower every woman, everywhere,” says Delphine Viguier-Hovasse, L’Oréal Paris global president.

“She embodies everything Gen Z stands for, owning her image, proudly growing in her self-worth and inspiring others to do the same.”

Jenner will lead the brand’s makeup campaigns starting in September 2023.L’Oréal’s new global ambassador, Kendal Jenner.

“I’m honored to be part of a new sisterhood of strong, powerful women and to be able to say those iconic words, I’m worth it,” comments Jenner. “Joining L’Oréal Paris and having the opportunity to embody everything the brand stands for feels like a true full-circle moment.”

This latest campaign comes at the heels of L’Oréal brand YSL Beauté’s makeup campaign with Lil Nas X, inspired by the diverse “eras,” which will be rolled out in “chapters” across the year.

Message of authenticity
Beauty subscription platform Ipsy has launched its Icon Box created by Hudgens, who had her breakout role as the female lead in the Disney Channel classic High School Musical.

The actress and singer turned entrepreneur – co-founder of Know Beauty – is bringing her beauty values to the partnership.

“After all my years on sets and prepping for red carpets, I have learned that beauty is not about covering up who I am; it’s about feeling confident in letting my natural skin shine through,” shares Hudgens.

“I haven’t always had the easiest journey getting here and struggled for years with my skin. I’m turning 35 this year and have never felt more confident in my skin. 

“My Icon Box features a few of my skin care and beauty must-haves that have gotten me to this place, and I hope my partnership with Ipsy will inspire members to embrace their authentic selves as well.”

Community driven initiatives
The Icon Box by Hudgens is reserved for Glam Bag and BoxyCharm subscribers and gets a quarterly upgrade by Ipsy’s members.

The box features eight premium beauty and lifestyle products priced at US$58. However, limited-edition Icon Boxes are worth up to US$350.

Hudgens’ selection features Know Beauty’s Glacial Bay Clay Mask, Fenty Skin, Amika, Dr. Brandt and NARS, among others.

“Selecting Vanessa as our second curator of the new Icon Box was an obvious decision,” comments Kristy Westrup, SVP of merchandising at Ipsy. 

“Vanessa’s outlook on beauty aligns with our mission at Ipsy: inspiring everyone to embrace their unique beauty. She is incredibly beloved by the Ipsy community and has brought a fresh perspective to our Icon Box program.”Urban Decay’s team of makeup artists performed a makeover for the LA Sparks.

Members will receive eight full-size products, five hand-selected by Hudgens and three chosen by the member from a personalized assortment via Ipsy’s proprietary AI technology, Ipsy Match. Ipsy Match takes selections made by consumers in a Beauty Quiz while factoring in product review feedback to choose products that are best suited to the user.

Beauty on and off the court
Three-time WNBA champions LA Sparks and Urban Decay, are developing content and experiences for fans and followers during the 2023 season.

“Just like the Sparks, Urban Decay didn’t get to where we are today by playing it safe,” says Malena Higuera, general manager at Urban Decay Cosmetics. 

“Our brands demonstrate that being your most authentic self and being the best are not mutually exclusive. Together we’re unstoppable in empowering the next generation of game-changers and providing a much-needed safe space where everyone is free to express themselves fearlessly.”

Uplifting community
Urban Decay’s team of makeup artists gave each player of the Sparks a makeover, which was featured across several media outlets. The brand will also offer an Urban Decay stamped player tunnel to be used to enter the court.

The LA-based players are currently working on various charitable initiatives, like ending cyberbullying with The Cybersmile Foundation, a non-profit that promotes kindness, diversity and inclusion online. “This cause is important to the team as they are passionate about creating safe spaces for self-expression,” shares Urban Decay.

“Urban Decay’s brand ethos is a great match for the Sparks, and we are proud to add them to our partner roster,” says Karen Bryant, chief administrative officer and general manager of LA Sparks. “Our partnership will focus on celebrating our players’ beauty on and off the court.”

By Venya Patel