Paulina Porizkova Returns to Estée Lauder as Global Brand Ambassador
Estée Lauder (EL) has announced the return of Paulina Porizkova as its newest Global Brand Ambassador. Porizkova, who previously served as a spokesmodel from 1988-1995, returns in a new role focused on redefining beauty standards and leading conversations about aging and self-worth.
The partnership represents a strategic shift, with Porizkova endorsing skincare and makeup products aligned with her pro-aging values. Her first campaign will launch in Spring 2025, promoting the Revitalizing Supreme+ franchise across print, digital, and in-store platforms.
This collaboration aims to amplify discussions around aging and beauty, with Porizkova joining Estée Lauder's current roster of global talent including Ana de Armas, Karlie Kloss, and others.
Estée Lauder (EL) ha annunciato il ritorno di Paulina Porizkova come sua nuova Ambasciatrice Globale del Marchio. Porizkova, che ha precedentemente lavorato come modella del marchio dal 1988 al 1995, torna in un nuovo ruolo focalizzato sulla ridefinizione degli standard di bellezza e sulla leadership delle conversazioni riguardo all'invecchiamento e all'autovalore.
Questa partnership rappresenta un cambiamento strategico, con Porizkova che sponsorizza prodotti per la cura della pelle e del trucco allineati ai suoi valori pro-invecchiamento. La sua prima campagna sarà lanciata nella Primavera del 2025, promuovendo il franchise Revitalizing Supreme+ attraverso piattaforme stampate, digitali e nei negozi.
Questa collaborazione mira ad amplificare le discussioni sull'invecchiamento e la bellezza, con Porizkova che si unisce al roster attuale di talenti globali di Estée Lauder, tra cui Ana de Armas, Karlie Kloss e altri.
Estée Lauder (EL) ha anunciado el regreso de Paulina Porizkova como su nueva Embajadora Global de la Marca. Porizkova, quien anteriormente fue modelo del marca desde 1988 hasta 1995, regresa en un nuevo rol enfocado en redefinir los estándares de belleza y liderar conversaciones sobre el envejecimiento y la autoestima.
La asociación representa un cambio estratégico, con Porizkova apoyando productos de cuidado de la piel y maquillaje alineados con sus valores de promoción del envejecimiento. Su primera campaña se lanzará en la Primavera de 2025, promoviendo la franquicia Revitalizing Supreme+ a través de plataformas impresas, digitales y en tienda.
Esta colaboración tiene como objetivo amplificar las discusiones sobre el envejecimiento y la belleza, con Porizkova uniéndose al actual grupo de talentos globales de Estée Lauder, que incluye a Ana de Armas, Karlie Kloss y otros.
에스티 로더 (EL)는 폴리나 포리즈코바를 새로운 글로벌 브랜드 앰버서더로 다시 모신다고 발표하였습니다. 1988년부터 1995년까지 스포크스모델로 활동했던 포리즈코바는 아름다움의 기준을 재정의하고 노화 및 자기 존중에 대한 대화를 이끌어내는 새로운 역할로 돌아옵니다.
이번 파트너십은 전략적 변화를 나타내며, 포리즈코바는 그녀의 프로-에이징 가치와 일치하는 스킨케어 및 메이크업 제품을 지지하고 있습니다. 그녀의 첫 캠페인은 2025년 봄에 출시되어 인쇄물, 디지털 및 매장 플랫폼을 통해 Revitalizing Supreme+ 프랜차이즈를 홍보할 것입니다.
이 협업은 노화와 아름다움에 대한 논의를 확대하는 것을 목표로 하며, 포리즈코바는 에스티 로더의 현재의 글로벌 인재 목록에 포함되어 있습니다. 여기에는 아나 데 아르마스, 카를리 클로스 등이 포함됩니다.
Estée Lauder (EL) a annoncé le retour de Paulina Porizkova en tant que nouvelle Ambassadrice Mondiale de la Marque. Porizkova, qui a été mannequin pour la marque de 1988 à 1995, revient dans un nouveau rôle axé sur la redéfinition des normes de beauté et la direction des conversations sur le vieillissement et la valeur de soi.
Ce partenariat représente un changement stratégique, Porizkova soutenant des produits de soins de la peau et de maquillage alignés avec ses valeurs pro-vieillissement. Sa première campagne sera lancée au Printemps 2025, promouvant la franchise Revitalizing Supreme+ à travers des plateformes imprimées, numériques et en magasin.
Cette collaboration vise à amplifier les discussions autour du vieillissement et de la beauté, Porizkova rejoignant le roster actuel de talents mondiaux d'Estée Lauder, comprenant Ana de Armas, Karlie Kloss, et d'autres.
Estée Lauder (EL) hat die Rückkehr von Paulina Porizkova als neueste Globale Markenbotschafterin angekündigt. Porizkova, die zuvor von 1988 bis 1995 als Werbemodel tätig war, kehrt in einer neuen Rolle zurück, die darauf abzielt, Schönheitsstandards neu zu definieren und Gespräche über Alterung und Selbstwertgefühl zu führen.
Diese Partnerschaft stellt einen strategischen Wandel dar, wobei Porizkova Hautpflege- und Make-up-Produkte unterstützt, die mit ihren Werten für ein positives Altern übereinstimmen. Ihre erste Kampagne wird im Frühling 2025 gestartet, um die Revitalizing Supreme+-Produktreihe über Print-, Digital- und Verkaufsplattformen zu bewerben.
Diese Zusammenarbeit hat zum Ziel, Diskussionen über Alterung und Schönheit zu verstärken, wobei Porizkova Estée Lauders aktuelle Liste globaler Talente ergänzt, zu der auch Ana de Armas, Karlie Kloss und andere gehören.
- Strategic brand repositioning targeting the growing pro-aging market segment
- Leveraging Porizkova's established influence and authenticity to enhance brand credibility
- Expansion of marketing reach through multi-channel campaign launch in Spring 2025
- None.
Insights
This strategic partnership marks a significant pivot in Estée Lauder's marketing approach, directly addressing the $42 billion anti-aging market with a more authentic, age-positive message. The timing is particularly relevant as the premium beauty segment faces increasing pressure from younger, more inclusive brands.
The selection of Porizkova isn't just about representation - it's a calculated business move targeting the affluent Gen X and Boomer demographics, who control approximately 70% of disposable income in the U.S. By positioning their Revitalizing Supreme+ franchise with Porizkova's authentic voice, Estée Lauder is aiming to strengthen its market position in the premium skincare segment, where margins typically exceed 60%.
However, the impact on sales and brand equity will largely depend on execution. The success metrics will likely be measured through:
- Market share growth in the 45+ demographic
- Social media engagement and sentiment analysis
- Sales performance of the Revitalizing Supreme+ line
- Brand perception metrics among target demographics
While this represents a progressive stance for a legacy beauty brand, the real test will be whether this authenticity-driven approach can translate into meaningful market share gains in an increasingly competitive premium beauty landscape.
Paulina Porizkova Returns to Estée Lauder as Global Brand Ambassador (Photo: Business Wire)
“Over the last 30 years, I have become a woman who has a voice, strong opinions and an even stronger sense of self. Estée Lauder approached me to work with them again not despite these values, but because of them,” said Porizkova. “Unlike the first time around, this is more than a job. It’s my purpose - an opportunity to be exactly who I am, to speak only about products I genuinely love and believe in, and to show women around the world that with age comes power and possibility. This is about more than representation. It’s about being seen and celebrated.”
Porizkova will endorse skincare and makeup products that authentically align with her pro-aging values, while driving conversation and fostering community around the topics she is most passionate about.
“Today marks a milestone moment for the brand as we welcome Paulina back to the Estée Lauder family; this time not as a spokesmodel, but as a role model,” said Justin Boxford, Global Brand President, Estée Lauder. “Paulina’s voice, authenticity, and ability to connect with women on the deepest level is the embodiment of everything Estée Lauder stands for. She is changing the conversation around aging, and we want to be the megaphone to help amplify her message.”
Porizkova’s first campaign will debut in Spring 2025 across print, digital and in-store in support of Estée Lauder’s Revitalizing Supreme+ franchise. Porizkova joins Estée Lauder’s current roster of global talent including Ana de Armas, Bianca Brandolini, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, IU, Karlie Kloss, Shu Qi and Yang Mi.
About Paulina Porizkova
Paulina Porizkova is a Czechoslovak-born actor and writer. A former model, she was the first Central European woman to appear on the cover of the Sports Illustrated swimsuit issue in 1984. In 1988 she became one of the highest-paid models in the world as the face of Estée Lauder. She has starred in 16 movies and a slew of TV shows as an actress and served as part of the judging panel on Cycle 10 of America's Next Top Model. Her debut novel, A Model Summer, was published in 2007 and her nonfiction debut, No Filter: The Good, the Bad, and the Beautiful was published in November 2022. A highly influential anti-ageism activist, Paulina recently returned to Estée Lauder as a Global Brand Ambassador.
About Estée Lauder
Estée Lauder is the flagship brand of The Estée Lauder Companies Inc. Founded by Estée Lauder, one of the world’s first female entrepreneurs, the brand today continues her legacy of creating the most innovative, sophisticated, high-performance skincare and makeup products and iconic fragrances – all infused with a deep understanding of women’s needs and desires. Today, Estée Lauder engages with consumers in over 150 countries around the world and at dozens of touch points – from in-store to digital. And each of these relationships consistently reflects Estée’s powerful and authentic point of view.
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View source version on businesswire.com: https://www.businesswire.com/news/home/20250130451912/en/
PR Contact: tconnaug@estee.com
Source: Estée Lauder
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