Will Kendall Jenner Surpass Kim Kardashian?

Kendall Jenner is becoming the next best thing in the high fashion world. Known initially as the half-sister of Kim Kardashian, the young beauty has been surprising everyone by bagging back to back modelling contracts.

Jenner's meteoric rise in the fashion world is marked by another achievement. Recently, the 19-year-old doe-eyed beauty has been named the face of the prestigious brand Estee Lauder. Stuff.co.nz believes Jenner's millions of followers on social media will eventually help her surpass the popularity and stardom of her half-sisters. Moreover, her social media reach could possibly catapult her into becoming one of the most prominent supermodels of the next generation.

Estee Lauder's decision to choose Jenner as their brand ambassador shows that they want to utilize her reach in social media with respect to targeting new consumers. After the official announcement of Jenner's association with Estee Lauder, the news was received with a mixed but overwhelming response. As per the data provided by the company, when the news became viral, the website EsteeLauder.com witnessed enormous traffic within 48 hours--about six times their average number. Ninety percent of the visitors on the site were first timers while 71 percent viewed the site on their mobile, as told by the New York Times.

In the present times, models are not only the muses and additional glamour factor of a brand, but also act as social media marketing partners due to their popularity and worldwide outreach. As said by Estee lauder's President Jane Hertzmark, Jenner is the perfect example of this epitome and is the ultimate 'Instagirl' whose worldwide social media presence will help the brand reach out to a new customer base. With almost 32 million followers watching her every move, which include 15.9 million on Instagram, 9.1 million on Twitter and 7.3 million on Facebook, Jenner's web presence is labelled 'astounding' by the esteemed brand.

Meanwhile, Jenner denies the fact that her fame and recent success are due to her association with the reality show 'Keeping Up With The Kardashians' and her half siblings. "In reality, I worked pretty hard for this, running around doing tests," declared the young beauty to ABC Television.