Kendall Jenner is facing a tirade of criticism following the emotionally-charged lead-up to the announcement she is the new face of skincare brand Proactiv.
Yesterday, “mumager” Kris Jenner teased fans with a tweet which seemed to hint Kendall’s “brave announcement” would be something deeply personal. Many fans speculated it could be in relation to her sexuality – specifically the incessant rumours Kendall is bisexual.
“I’m so proud of my darling @KendallJenner for being so brave and vulnerable,” Kris posted.
“Seeing you share her most raw story in order to make a positive impact for so many people and help foster a positive dialogue is a testament to the incredible woman you’ve become.”
The tweet was accompanied by candid footage of Kendall assuring fans she’s “here to help” – seemingly offering support to those battling similar obstacles to the one she shared today… which turned out to be that she has suffered from acne.
I’m so proud of my darling @KendallJenner for being so brave and vulnerable. Seeing you share her most raw story in order to make a positive impact for so many people and help foster a positive dialogue is a testament to the incredible woman you’ve become. pic.twitter.com/rJUXdN2Wmq
— Kris Jenner (@KrisJenner) January 5, 2019
This morning, Proactiv shared Kendall’s commercial, which showed the model explaining how online trolls had made negative comments about her skin in photos from an awards ceremony.
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
Understandably, some fans are confused as to why the announcement was hyped to be something of deeper substance, many of whom have accused Kris Jenner of queer-baiting by deliberately omitting details of the announcement and seeming to play on the constant rumours surrounding Kendall’s sexuality.
Others, rightly so, were simply peeved by the epic build-up:
And the biggest anticlimactic moment of 2019 so far goes to…
— sabxxka (@yydaydream) January 7, 2019
everyone really thought kendall jenner’s big announcement was her coming out speech when it was actually about her acne pic.twitter.com/Zl3yVyT2ZU
— sarah (@voguecheryI) January 7, 2019
— Gianni Borrelli (@gianniborrelli) January 7, 2019
I KNOW DAMN WELL KENDALL JENNER DIDNT QUEERBAIT EVERYONE JUST TO ANNOUNCE SHES AN AMBASSADOR FOR PROACTIVE WIDJJWJD pic.twitter.com/c5oQ4SqWGU
— jacob (@itsjacobwbk) January 7, 2019
I can’t believe she gets minimal acne like everybody ???? her story is INSPIRING!!!! love candle :-)
— ???? ☔️ (@foolsgoldkaley) January 7, 2019
— wwylm (@5secondsofun) January 7, 2019
was this the announcement bc if so i want my money back
— (new!) lexi henry (@LexiHenryyy) January 7, 2019
Wait. A multi-million dollar campaign is the “brave and vulnerable” announcement? pic.twitter.com/SkxgNAeZZ0
— Nate Webster (@nateyweb) January 7, 2019
Thats your huge secret? Having acne? pic.twitter.com/3h1QmOxm71
— Sav ???? (@theonesav) January 7, 2019
where’s the deeply personal story sis
— mckenna (@rnbtori) January 7, 2019
Some even compared it to the 2017 Pepsi campaign, which was accused of attempting to profit off of the Black Lives Matter movement.
The ad, included below, portrayed Kendall joyfully joining a protest after tossing off a blonde wig and offering a can of Pepsi to a police officer.
Ok kendall pic.twitter.com/i4NcWHhZ47
— ilana (@ilanamaurer14) January 7, 2019
Im gonna need a pepsi
— ali ???? (@alicegerlem) January 7, 2019
Still, this time around, Kris Jenner certainly has drawn the greatest audience numbers to a Proactiv ad campaign perhaps in the history of the brand.
Proving, yet again, that Kris Jenner really is unstoppable and we are powerless against her marketing prowess.
Lord help us.
Bella Fowler
News Writer
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