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There's no doubt about it, the Jenner-Kardashian clan have some serious social media clout, and it's a powerful platform that has the potential to be used for a lot of good.
However, they've come under fire for their latest stunt, which saw Kris Jenner take to Twitter on Saturday to announce that her daughter Kendall was going to make a 'brave' and 'raw' statement.
The tweet featured a host of emotive hashtags, and many of the businesswoman's 10 million followers thought something groundbreaking was on its way.
Make sure to watch @KendallJenner’s Twitter on Sunday night to find out what I’m talking about and be prepared to b… https://t.co/agTq7ZModG — Kris Jenner (@Kris Jenner)
In a follow up tweet, Jenner shared a teaser video for the announcement, with another emotive message:
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.
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.
I’m so proud of my darling @KendallJenner for being so brave and vulnerable. Seeing you share her most raw story in… https://t.co/6P5FrMsELa — Kris Jenner (@Kris Jenner)
However, Twitter users were left nonplussed when Sunday night arrived and Kendall's huge 'brave' announcement was that she'd... partnered with Proactiv.
Yes, that's literally it - a brand deal with an acne cream.
This is about...acne. https://t.co/QTwxVBmzZm — Declan Cashin (@Declan Cashin)
kendall: i suffer from acne
everyone w acne: https://t.co/fyEDwJPWWr — moved (@moved)
kendall jenner’s big announcement that made her “vulnerable” and “brave” was about her having acne ??? im- https://t.co/GF4RxLicGh — baby yoda⁷ (@baby yoda⁷)
So Kendall Jenner's announcement was a commercial for acne treatment I HAVE TO SCREAM https://t.co/Pc3oDg4dk2 — hoanne (@hoanne)
Kendall Jenner’s announcement was that she has acne... she is so brave for sharing 😢 https://t.co/YxqpMl42EX — cheyenne🔪 (@cheyenne🔪)
kendall Jenner’s “big announcement” is that she had pimples but doesn’t anymore because she uses proactive https://t.co/O46cxoUYcp — laura dern ordering a kale salad (@laura dern ordering a kale salad)
More: Models are asking Kendall Jenner to check her privilege
More: A website called Kendall Jenner 'brave' for eating food. It got ripped apart