THE WHAT? Japanese model Kōki has been announced as the new Global Brand Ambassador for Estée Lauder. 

THE DETAILS Kōki, real name Mitsuki Kimura, is set to feature in the brand’s advertising across digital, TV, in-store, print and travel retail campaigns. 

The model has kickstarted the partnership in a new make-up campaign, and will feature in all of Estée Lauder’s digital campaigns from fall. 

Joining a line up of brand ambassadors, including Chinese Actress Yang Mi, Karlie Kloss, and South Sudanese model Anok Yai, Kōki has previously been the face of luxury brands such as Coach, Louis Vuitton and Bvlgari. 

THE WHY? Estée Lauder has stated it is looking to use the the model’s ‘rising star power’ in Japan and around the world. 

ELC President and Estée Lauder and AERIN Global Brand President, Stéphane de La Faverie, said, “Kōki brings a fresh energy to the Estée Lauder brand. We are excited to amplify her rising star power to connect our brand with a new generation of consumers in Japan and around the world, while continuing the brand’s legacy of celebrating women across all backgrounds, ages and ethnicities.”