Friday, Nov 24th

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The New Face of Estee Lauder: Joan Smalls

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If If models and their careers are to be measured by stars, then Joan Smalls can be considered nothing less than a Supernova or rather a Sirius star (thanks Wikipedia). In just three years of her professional career, she has climbed the modeling ranks at a stellar pace and is now the new global spokesmodel for Estee Lauder skincare and cosmetics.  This partnership is no small feat (no pun intended)for Smalls or the sixty four year old brand, whose only other black spokesmodel is Ethiopian beauty Liya Kebede.  She is also the company’s first Latina spokesmodel.

Smalls, 22, who is half-black, half Puerto Rican and all gorgeousness, has taken the modeling world by storm in her speedy tenure.  In three short years, she has collaborated with top designers and strutted at major fashion shows including Prada, Yves St. Laurent, Tracey Reese and Marc Jacobs. 

Why is this huge and noteworthy?

For many years Estee Lauder, like many other beauty brands, has been synonymous with models fitting the profile of a more all –American, blonde haired, blue eyed modeling their products.  However, recently many of these companies are trying to diversify its pool of models while slowly shifting brand image in the minds of consumers who represent a broader base than all-American aesthetics.  Collaborating with Smalls will make others think more about beauty and diversity.  Be on the watch for Joan Smalls’ advertising campaign to kickoff in May 2011.


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