Clinique Drops Models for Influencers in New Campaign

19-year-old Tavi Gevinson is the new "face" of the brand.

Clinique, the classic beauty brand that signed with the Oreo guys at 360i for its marketing needs in 2013, has made a big move into the influencer space.

Its new campaign, launched today, doesn’t star any fashion models or traditional “celebrities”; from the first line delivered by new ambassador Tavi Gevenson, you can tell this isn’t your usual makeup brand promo:

You probably know that Gevinson first gained attention for launching a popular blog when she was only 12; she went on to interview Taylor Swift and do some acting on the stage and screen.

Various headlines call her the world’s “most influential teenager,” so Clinique’s choice of Gevinson as its newest face makes sense.

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