Some press releases drive me mad and this one really did it for me today. No, it didn’t contain words like “I’m thrilled to be…” or “we’re so excited”, the kind of pointless puff that send me instantly to the delete button. Instead, because the Marc Jacobs Beauty brand likes to spell its name in lower case letters, the whole release about its new beauty brand face was in lower case, including everyone’s names. Why?

Cutting an pasting just isn’t an option here. And add to that, it’s yet another example of a brand using a famous daughter as its new face. So tough luck any gorgeous-but-unconnected aspiring models out there.

Does that prejudice me against it? Maybe. Just a bit. But there’s no denying that Kaia Gerber is one of the children-of-the-famous who actually deserves to succeed. I suppose when your mum is Cindy Crawford, chances are you’re gonna have a genetic advantage over the rest of us.

Anyway, the brand has just unveiled a new campaign shot by David Sims, styled by Katie grand, with make-up by Diane Kendal, hair by Guido Paolo and nails by Jin Soon Choi.

And it’s a big one as the images will appear in print, outdoor and digital campaigns.

So we get to see Gerber wearing the brand’s new Highliner Matte Gel Gye Crayon Eyeliner in whirl(pool) and O!mega Lash Volumizing Mascara in peacock. They’re both part of the spring 2017 collection that doesn’t launch until January. We also get to see her in the new Le Marc Liquid Lip Crème in slow burn. That needs to go on the waiting list until January too unless you can get in quick for the one-day-only on sephora.com on November 28.