STYLE & BEAUTY
01/21/2015 11:39 am ET Updated Jan 21, 2015

Kendall Jenner's First Estée Lauder Ad Is Confusing, So We're Breaking It Down For You

Kendall Jenner's gig as the face of Estée Lauder is starting off with a bang -- but folks just can't seem to figure out what she's selling in her first digital campaign.

Jenner is supposed to highlight Estée Lauder's product called Little Black Primer, but the online ad actually boils down to 15 seconds of confusing yet sultry eye glances. The video, which includes quick flashes of the black lacquered tube of primer, is set to dubstep-like beats, flashing lights and dramatically chiming bells because why not.

The ad raises several questions, but most importantly, what exactly is lash primer?

Well, it's an eye makeup product that conditions, lengthens and preps your eyelashes for mascara. Most lash primers possess a chalky white color that often takes longer to dry, adding time we can't afford to our makeup routines.

While under-the-radar brands like It Cosmetics, Tarte and Blinc already have black lash primers that beauty fanatics love, Estée Lauder's household name is sure to introduce the masses to this makeup product that can be worn alone or enhance your lashes pre-mascara application.

Has Kendall Jenner convinced you to give black lash primer a try?

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