Kendall Jenner, Proactiv, and the Next Wave of ‘Empowerment’ Spon
Maria Sherman
On Saturday, Kardashian matriarch Kris Jenner posted a short video clip of her supermodel daughter Kendall Jenner, framed like any other interview cut-away in a Keeping Up with the Kardashians episode. In it, Kendall looks nervous, legs folded, eyes darting down and around the room, anywhere away from the camera lens.

“When I was 14 I couldn’t reach as many people as I can now,” she begins, “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.’ I experience it.” She smiles, now confident enough to look directly at the camera. “I’m very normal. I understand you. Like, I can connect with you. [I’m going] to try and help.” Kris captioned the tease, “I’m so proud of my darling @KendallJenner for being so brave and vulnerable. Seeing you share your 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.

“Make sure to watch Kendall’s Twitter on Sunday night,” the post continued, “to find out what I’m talking about and be prepared to be moved.” It concluded with a slew of dramatic hashtags: #bethechange #shareyourstory #changetheconversation #finallyasolution.

What no one expected is what she revealed: an ad for Proactiv, the popular, often ineffective acne treatment.

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