KENDALL JENNER has signed an £11million deal to become the latest face of L’Oreal, The Sun can reveal.
The deal is a major coup for the firm as it tries to secure its footing in the world of social media — and will see Kendall pitted against sister Kylie Jenner, 25, who has a popular make-up range.
L’Oreal snapped up Kendall after she wore their make-up to New York’s glittering Met Gala in May, causing a social media meltdown.
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Her make-up artist Mary Phillips revealed Kendall’s flawless complexion was achieved using L’Oreal’s 24 Hour Fresh Wear Foundation, priced just £13, and Color Riche Intense Volume Matte Lipstick, at £7.99.
Brand and culture expert Nick Ede, who runs a PR firm in London, said: “This is a great signing that shows L’Oreal is moving with the times.
“Signing a reality star rather than another actress shows that they recognise the importance of social media.
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“The slogan “because you’re worth it” is also a marketing phenomenon.
“It’s given people a very empowering, sexy and strong phrase.
“You can be any size, any shape, look any way — but when you say ‘it’s because I’m worth it’, people know what you mean.”
The iconic tagline was first uttered in a TV advert by American actress Joanne Dusseau in 1971 — at a time when women were asserting their independence from men.
But marketing bosses were not trying to make a feminist stand.
They were trying to steal a march on their more popular, less expensive rival Clairol — so they tried to convince women that looking good was worth the extra expense.
More than 50 years later, some of the biggest names in the world have spoken variations on that iconic line.
Here we look at ten of L’Oreal’s most famous faces.
ANDIE MacDOWELL – £363K
FOUR Weddings actress Andie signed up as a spokesmodel in 1986 and is the company’s longest-serving “face”.
In 1999, it was reported she could command £363,000 a year from L’Oreal for just 12 days of modelling work.
Andie, now 65, advertised the company’s Excellence hair cream that covered grey strands, calling the product “our little secret” in 2014.
But since then, the Groundhog Day star has embraced her natural grey locks, which she unveiled at the 2021 Cannes Film Festival.
She later said it was “something I’ve wanted to do for a while”, adding: “I just want to embrace the time where I am, and be as real and honest as I can be”.
BEYONCE – £2.3M
THE chart superstar has made millions endorsing L’Oreal.
In 2001, she signed a five-year £2.3million contract for just ten days’ work annually.
The firm had the option to extend the ten days to 12 – but only if it stumped up £12,500 a day for the extra time.
In a sweet 2005 advert, the fresh-faced singer said the “worth it” slogan meant “more than trophies on shelves or No1 songs”.
Three years later, the company faced accusations of “white-washing” Beyonce’s skin in adverts, through airbrushing and dying her hair strawberry blonde. L’Oreal vehemently denied the claims.
Beyonce, 41, who currently advertises the firm’s long-lasting lipstick, was in 2020 reported to have bagged a fresh deal worth around £40million.
JANE FONDA – Fee undisclosed
WHEN L’Oreal signed veteran actress Jane Fonda in 2006, then aged 69, they signalled their intent to target older customers.
The Barbarella star was reportedly paid a six-figure sum as part of the “golden squad”, as the brand sought to shake up the beauty industry by appealing to women over 50.
In 2018, she appeared alongside movie stars Helen Mirren, Julianne Moore, Isabelle Adjani and Iris Berben, and the singer and actress Vanessa Williams, in a campaign to promote anti-ageing products.
Jane, now 85, said: “You have to be brave and move away from investing in trying to look the way you used to look.
“Instead, try to look as good as you can at the age that you are.”
In 2009, the firm’s slogan changed to, “Because we’re worth it”, following research into consumer psychology.
SCARLETT JOHANSSON – £2.2M
THE Hollywood actress won a £2.2million deal to advertise L’Oreal make-up in 2006.
Black Widow star Scarlett, 38, gave up her gig with Calvin Klein fragrances to take on the job of promoting high-pigment lipstick and hair colour.
She said: “The company has celebrated independent women for many years.
“I’m very excited to be part of this campaign, which is modern and fashion-forward.”
Her first adverts aired on TV during the Golden Globes awards in 2006.
PENELOPE CRUZ – £1.5M
THE actress earns around £1.5million a year endorsing shampoo, skin care and make-up products for L’Oreal.
But in 2007, the brand ran into trouble for one of their adverts featuring Penelope.
In the ad, the Vanilla Sky actress promotes L’Oreal’s telescopic mascara.
The advertising watchdog said the beauty company broke the rules because it “exaggerated” the product’s effects.
The commercial, in which Penelope purred, “Imagine lashes that could reach for the stars”, failed to make it clear that she was wearing fake lashes.
JENNIFER ANISTON – Fee undisclosed
RUMOURS were swirling about the Friends star’s love life when she told viewers: “I’ve just fallen in love – with a shampoo.”
Jen, now 54, was dating John Mayer as the L’Oreal advert hit British screens in 2008.
The actress makes around £10million a year in endorsements for brands including Barclaycard and Emirates airlines.
But her tie-up with L’Oreal hair products is perhaps her best known, thanks to her line, “Here comes the science bit – concentrate!”
It was a perfect fit for an actress whose character had a hairstyle, The Rachel, named after her.
CHERYL TWEEDY – £4M
GEORDIE singer Cheryl was the first Brit to sign with L’Oreal in 11 years when she secured a reported £4million deal in 2009.
She followed predecessor Kate Moss to advertise hair care products, Elnett hairspray and skincare ranges.
She was the company’s longest-serving British star.
She was hired at the height of her fame as a judge on The X Factor.
Holly Willoughby and Davina McCall were then hired to push the company’s Garnier hair dyes.
HELEN MIRREN – Fee undisclosed
THE Oscar-winning star of hit movie The Queen was 69 when she signed up with the company in 2014.
During the “golden squad” campaign, Helen said: “You have to be brave.
“When people say ‘getting old is not for pussies’ there’s a certain amount of truth to that.”
She added: “I hope I can inspire other women towards greater confidence by making the most of their natural good looks. We are all worth it!”
But the actress made a faux pas in 2017 when she said: “When I put on my moisturiser it probably does f*** all, but it makes me feel better.”
EVA LONGORIA – £726K
DESPERATE Housewives star Eva is one of the firm’s most famous faces.
Eva, 48, who has been with L’Oreal since 2005, advertises hair and face products for a rumoured £726,000 a year.
During lockdown, she dyed her grey roots in an advert shot on her smartphone.
She swears by L’Oreal and hit this year’s Cannes Film Festival fully made up with L’Oreal.
In 2010, fellow Latina actress Jennifer Lopez joined the brand.
KATE WINSLET – Fee undisclosed
TITANIC star Kate teamed up with the brand two years ago as a global ambassador.
She joined fellow actresses Eva Longoria, Katherine Langford and Oscar winner Viola Davis on the payroll.
The Mare Of Easttown beauty, 47, wowed as she took OFF her make-up for a 2022 advert to celebrate International Boost Self-Esteem Month.
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She said she was delighted to take part, adding: “It takes courage to believe you are worth it.
“Sometimes, you may not feel worth it at all. We all have moments like that.”