NEW YORK — Estée Lauder, the world’s second-largest department store beauty brand, is taking a dramatic departure in its advertising strategy for the first time in its 57-year history by signing its first African model.

In a bid to modernize the brand for an increasingly multicultural audience, Estée Lauder has signed model Liya Kebede as the latest face for the brand. Kebede will join Carolyn Murphy, who was signed in September 2001, and Elizabeth Hurley, signed in 1994, in representing Estée Lauder globally.

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