THE WHAT? The Estee Lauder Companies has announced a three-year brand partnership with poet Amanda Gorman.
THE DETAILS As part of the deal, the US prestige beauty giant will contribute US$3 million over the term to support Writing Change, a special initiative to advance literacy. Gorman, meanwhile, will bring her ‘voice of change’ to the Estee Lauder campaigns, starting next spring.
“I am honored to partner with The Estee Lauder Companies to activate change through literacy, and to represent a brand founded by such an inspiring and daring woman,” said Gorman. “Mrs Estee Lauder shattered glass ceilings as a leader in business 75 years ago. Embracing this spirit, I am delighted that our partnership will help inspire women, girls and all people around the world to do great things, to disrupt, to be confident, and to be future leaders in whatever path they take.”
THE WHY? Since her performance at Biden’s inauguration, Gorman has become a household name and Lauder’s use of a poet in its campaigns, rather than its more conventional choice of model or actor, chimes with the wider trend for spokesmodels with something to say. Fabrizio Freda, Lauder President and CEO, explains, “Amanda embodies a generation and demonstrates the importance and influence of voice. As a company, we are committed to nurturing the leaders and talent of the future, empowering them to use their voices – and to use them loudly. We are thrilled to partner with Amanda as we embark on this collective journey to strengthen our commitment to girls’ education, helping to provide the skills needed to be heard around the globe.”