Makeup Brands Are Salivating Over Caitlyn Jenner

Page Six ran into Estée Lauder group president John Demsey at the CFDA Awards Monday night at Lincoln Center, and he described Caitlyn’s Vanity Fair cover as “simply amazing, iconic, epic, disruptive, bold, glamorous,” adding, “There’s never been someone with that level of celebrity who’s ever done something so bold and so visible in public, and it’s done very elegantly and glamorously.” Demsey last year signed Kendall Jenner as the face of Estée Lauder.

Page Six also refers to Caitlyn as “the talk of the CFDAs.” V.F.’s behind the scenes recap of the cover shoot shows how much prep went into making Caitlyn camera-ready, with a “glam squad” that included makeup artist Mark Carrasquillo, hairstylist Oribe and manicurist Deborah Lippmann.

Whether the beauty brands come flocking or not, capitalism reigns supreme money money money, so Caitlyn will be coveted in some capacity. Branding psychologist Robert Passikoff told Ad Week:

“There are plenty of companies that would welcome her. It’s not as much of a stretch as you might think. With the whole LGBT universe out there, you could be talking $1 billion worth of buying power. So, whether you’re personally invested in this [issue] or not, if you’re talking marketing, there’s a big market out there.”

In the below preview clip for her E! reality show I Am Cait, which premieres July 26, Caitlyn says she’d never had a professional makeup job done until two weeks before the V.F. shoot and “what a difference” it makes.

When “you go through all this stuff,” she says, “you start learning kind of all the pressure that women are under about their appearance.”

Image via Vanity Fair