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Kendall Jenner’s The New Face of Proactive. Why it Caused Outrage?

Lilly Eusterbrock, Freshman

On January 5, 2019 Kris Jenner posted a video on her Instagram of her 22 year old daughter Kendall Jenner. Kris Jenner exclaimed in the video, “When I was 14 I couldn’t reach as many people as I can now. Now that I’m 22 and I have this whole thing behind me, I can speak to so many people and just be like, I can help you, and it’s okay, and I experienced it. It’s very normal and, like, I can understand you. Like, I can connect with you,” captioning the photo “#bethechange #shareyourstory #changetheconversation #proudmom #finallyasolution #authenticity #mydaughterinspiresme #getready

This caused controversy because many people speculated that she might be talking about her sexuality. According to AD News, many people accused the advertising push with Kendall Jenner as "queer-baiting." Following her mom’s post, Proactiv, a popular skincare company, shared a video of how she had acne at the Golden Globes last year. Proactiv has used this strategy multiple times, with celebrities including, Justin Bieber, Katy Perry, and Avril Lavigne.

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