Estée Lauder has announced the launch of a new campaign aimed at the new generation of social media-savvy customers. The Estée Edit, which will be sold through Sephora in the US and Canada, is headlined by influencers and models Kendall Jenner and Irene Kim.

Juliet Carnoy, marketing manager at visual marketing platform Pixlee, commented: “Influencers, such as Kendall and Irene, are primarily used to create brand awareness at the launch of a new product, in this case, Estée Edit, and to create and promote brand content. Brand engagement rises by 28 percent when consumers are exposed to both professional and user-generated content on brand channels.”

As part of the campaign, Estée Lauder has overhauled its original packaging as designed by the brand’s eponymous founder with some modern touches and offering the products in modern, daring shades.

The advertising includes two videos starring the brand ambassadors as well as a twitter hashtag campaign.