Estée Lauder have announced the appointment of Parisian makeup artist and social media influencer Violette as their new global beauty director. I featured Violette recently in my Who to Follow blog post because of her sophisticated and refreshing approach to makeup, so in my opinion she’s a great choice for the role.
Violette will use her makeup artistry skills and social media expertise across product development, education and digital content creation. She’s already diving straight in, asking followers on Estée Lauder’s Instagram account what they would like to see in their makeup bags and answering their makeup questions.
She has also already made her beauty philosophy clear, stating that she is ‘anti-trend’ and encourages women to ‘forget beauty codes’ and going after ‘perfect beauty’ ideals. She believes in using makeup to celebrate and enhance your features, rather than trying to change the way you look.
It’s because of this that I think Violette will be a breath of fresh air in an industry that is saturated with over-the-top, complicated makeup looks and applications, which aren’t realistic for the everyday working woman. Violette perfectly represents the sophistication and pared-down elegance of the brand, but also brings a fresh and modern perspective to a company that has strived to reach a millennial audience in recent years, most notably with the appointment of Kendall Jenner as a brand ambassador.
Hopefully Violette’s presence will not only expand Estée Lauder’s younger customer base, but also spur new conversations around and approaches to makeup. I’m looking forward to seeing the digital content and product development that she will bring to the brand. It will be interesting to see how much influence and inspiration Violette will impart on her millennial audience. After the short-lived and soon-to-be-discontinued Estée Edit collection, geared at millennial customers with its use of bright colours and endorsement from Kendall Jenner, Violette will likely use her influence and expertise to bring more substance to the brand. If she continues the way she has started, I can see her resonating more with women in their 20s and 30s, who want not only high quality products, but also genuine endorsements and how-to’s from the biggest influencers in the field.
What are your thoughts on this new appointment? Let me know in the comments section below.