Proactiv has something to say about Kendall Jenner's sponsorship
Just a few weeks ago, Kendall Jenner sent the internet into near meltdown, after Momager Kris, announced that her daughter had some big news. Praising Kendall for her bravery, she claimed that the upcoming revelation was Kendall's 'most raw' and 'moving' confession yet.
Her fans awaited eagerly for the story and, when the 'big news' was revealed to be a sponsorship with skincare brand Proactiv, a product Kendall claimed helped clear her acne the internet was left underwhelmed.
A post shared by Kris Jenner (@krisjenner) on Jan 5, 2019 at 10:01am PST
Branding Kendalls heartfelt admission a a 'publicity stunt' many fans to to Twitter to express their annoyance.
Despite the backlash, Kendall took to Instagram to highlight just how much her experience with acne had effected her. The model posted a #10yearchallange throwback picture, showing off her struggles with her skin. 'I was 13 and ran home crying everyday because people would stare at my skin,' she captioned the post.
She followed this by posting a no makeup selfie on her IG Story, where her skin looks completely clear and finally, uploaded a sponsored post with a lengthy, heartfelt message about her 'debilitating' experience with acne.
A post shared by Kendall (@kendalljenner) on Jan 17, 2019 at 3:49pm PST
Up until now, Proactiv has remained silent throughout the negative response to Kendall's announcement. However, the skincare brand has finally spoken out in Kendall's defence.
In an interview with WWD, General Manager of Proactiv, Marc Kravets, explained that despite the controversy surrounding Kendall's announcement, the response on social media has massively helped to boost brand awareness, and the figures clearly agree. During the first week of Kendall's partnership, subscriptions increased by 30%.
Many people questioned whether Kendall actually uses the products, however Kravets confirmed that she had in fact been using the products long before the partnership was confirmed.
He explained: "We went through an extensive process with Kendall Jenner before the contract was signed, where she used the product, commented on her results, collaborated with us and made sure that this was a product that worked for her."
Welcome to the family, dahling! @KendallJenner is the new face of Proactiv 🖤 #weloveyoukendall #kendalldoesproactiv https://t.co/rCzA6qY6oM pic.twitter.com/04CT3oDLD4
- Proactiv (@Proactiv) January 7, 2019
He went on to admit that, although Kendall had used other products to treat her acne, none of them had worked. "She tried everything and she got some short-term results and then got the problem back," he said.
This situation highlights the bigger issues surrounding celebrity endorsements, namely a lack of genuine love for the products they are promoting. Speaking to WWD, professor of marketing and business at the University of Michigan, Erik Gordon, said that this was just the tip of the iceberg. "In the age of the Internet, there are a billion members of the truth squad, and it doesn’t take them long to put together an accurate picture."
This isn't the first time that Kendall has been caught in a similar situation, in 2017 she was criticised for her part in the Pepsi commercial, which was accused of downplaying the Black Lives Matter Movement. "Whether it’s the Pepsi ad or [something else], she seems to have no sense that the public wants to hear the truth. [They will] put up with a lot of bad conduct on the part of celebrities, but they won’t put up with being treated like fools."
Yes, Kendall is getting paid by Proactiv, but we still support her message and hope that by sharing her acne struggles so openly, she will encourage skin positivity and allow others to be unashamed of their skin.
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