Proactive finally breaks silence to support Kendall Jenner on her marketing campaign.
Proactiv is standing behind its partnership with Kendall Jenner.
After some fans claimed the reality star's endorsement deal announcement was 'misleading', the skincare company released a statement.
“Acne has a terrible impact on your self-esteem; it has a direct link to increases in depression and is a topic that shouldn’t be shamed,” said Marc Kravets, general manager of Proactiv.
He added, "It should be an open conversation about getting your skin healthy. Some of that backlash we saw is exactly what we need to address this, and Kendall’s the perfect person to drive that relationship."
The Kendall-Proactiv deal teased first by Kris Jenner on Instagram, and later unveiled during the Golden Globes earlier in January is being subject to controversy.
In her Proactiv commercial, Jenner who spent first Christmas together with boyfriend Ben Simmons talks about 2018 Golden Globes moment in which she was wildly criticized because of her acne. Though the minority of people appraised her attendance at the event, even without a flawless complexion, Kendall was still battling a storm inside.
After trying “countless options,” Kendall says she’s now found something that’s been helpful in maintaining clear skin.
“It’s been a long journey but I’m excited for where my skin is now. I didn’t think I’d see the day where I would feel confident posting a makeup free picture. My goal is to open up a dialogue around skin positivity.”
After the commercial aired, people deep-dived into Jenner’s skin-care routine online, surfacing widely reported information Christie Kidd, a Beverly Hills-based physician assistant, is taking care of Jenner’s complexion.
Addressing the commercial, the general manager of Proactiv Marc Kravets commented, “We do have to agree on anything that’s posted. Everything has to be cleared so we do coordinate on all communications, together with the family.”
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According to marketing experts, the teaser post only stirred the authenticity issue the age of information which apparently brands are increasingly facing.
“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,” said Erik Gordon, professor of marketing and business at the University of Michigan.
He further added:
“She’s particularly dangerous as an endorser because she seems to have no sense of how the public will react. 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.”
Gordon referred to Jenner’s role in the 2017 Pepsi commercial which was widely accused of downplaying the Black Lives Matter Movement.
During 2018 in an interview with Love Magazine where Jenner revealed she is very selective about which runway shows she walks in. Later, the reality star received backlash from less affluent members of the modeling community regarding her interview.
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As Kendall is subject to controversies time and often, as a result, her authenticity is deemed imperative. Likewise, Cecilia Gates, chief executive officer of Gates Creative further explains the unforgiving era we are apparently residing in where there is no running away from past posts and pictures.
“It’s the world we’re living in right now. You can’t get around it if you’ve tweeted something, if you’ve said something, even Instagram stories…people can screen grab it and have it forever. Everything you’re doing is an archive and people aren’t that forgiving right now.”
In spite of the mixed opinions regarding the reality star turned model's latest gig, Kendall is still opening up about her acne. As part of the viral ’10 Year Challenge’ meme, Kendall sharing two side-by-side photos of her face at 13, covered in bumps.
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Additionally, the supermodel also posted a black and white with a bath towel wrapped around her head along with a lengthy message.
"While there are much bigger problems happening in the world, suffering from acne for me was debilitating. It’s something that I’ve dealt with since I was a young teen and has caused me to feel anxious, helpless and insecure.”
“As humans, I don’t think we share our insecurities enough because we live in a time where being ‘perfect’ is the standard. We curate our life online and pick the pretty moments to post. I’d like to show a younger generation that not everything is perfect.”
Despite the backlash, the general manager of Proactiv assures the brand got her back and is looking forward to more collaboration work with her in the future.