Kendall Jenner, the supermodel star of the Kardashian/Jenner clan and the new face of…Proactiv. Yep, you heard right. Proactiv, the company that sells skincare which claims to aid in the fight against pesky breakouts and acne have hired a globally recognised beautiful, multi-millionaire for their newest spokeswoman. How…relatable?!
Let me start off by saying, Kendall Jenner, can literally not step outside her door without being criticised for her latest business move or personal endeavour (we all remember the Pepsi advert, yikes) so I feel like this latest project is going to make her another target for people to hurl abuse at. Honestly, it’s not cool and I do feel bad for her but girl, please sort out your management they aren’t on your side.
However, the fault here is all on Proactiv.
Proactiv who are targeted at vulnerable teenagers and acne sufferers who will practically sell their soul for clear skin after trying every product, method and diet on the market to rid of their acne. Trust me, I’m one of those people and I really can’t get my head around why they reached out to Kendall of all people to promote their brand.
As a matter of fact, it feels as though the Proactiv board meeting may have gone a little like this:
Proactive Employee 1: “Here’s an idea, why don’t we put up a picture board of all the celebrities who have been photographed with a spot once or twice and who the kids love and then we’ll throw a dart and that’s our newest influencer!”
Proactive Employees: “Amazing, let’s do it”
Proactive Employee 1: “…and it’s Kendall Jenner, right get her in and we’ll make it work”
Probably not accurate, but I can’t be too far off.
Look, I love the Kardashian clan as much as the next person and Kendall has suffered from acne in the past, which in her advert she did seem genuinely affected as many of us are. HOWEVER, she is just the complete wrong person to have representing the brand.
Being a sufferer of adult acne myself (to read more about my skin struggles click here) I’m just amazed by the fact that Proactiv can think that their target market will look at a spokeswoman who clearly has her own dermatologist and can afford cosmetic procedures and believe that she uses only Proactiv products to manage her skin issues. It’s just absolutely ridiculous. I’d much rather a brand be honest and show real peoples journeys so I can relate on a deeper level other than, oh I know her from the telly.
Alas, Proactiv might be promoting the clear skin of our dreams but there are numerous complaints about the product and their long-lasting effects on your health and body. This is including excessive dryness, peeling and rapid aging just to name a few. If you’re more interested in reading further I’ll link some of the blogs I’ve been reading here:
Basically, if you’re really struggling with your skin to the point where it’s getting you down please go to a GP or dermatologist who can offer you support and options which might be more suited to your needs.
What do you think of the campaign?
Thanks for reading,