Kendall Jenner has come under fire for another tone deaf promotional partnership, less than two years on from her disastrous marketing campaign with Pepsi.
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Over the weekend, the reality TV star's mother, Kris Jenner, teased what sounded like a big announcement from her daughter, warning fans: "prepare to be moved".
"I'm so proud of my darling @KendallJenner for being so brave and vulnerable," said the infamous 'momager'.
"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."
The Kardashian 'momager' also included hashtags like #bethechange #changetheconversation and #finallyasolution.
In a teaser clip, the 23-year-old supermodel said she could reach a much larger number of people now that she's older.
"I can speak to so many people and just be like 'I can help you, and it's OK,' " she said.
"I experience it. I'm very normal, and I understand you. Like, I can connect with you."
However, when the crucial moment came, social media users were outraged to discover Kendall was actually fronting a paid advertisement for skincare range Proactiv.
The full one-minute advertisement details Kendall's experience at last year's Golden Globe awards, where she was devastated by hurtful online comments about her acne.
"For me, I can honestly say, that the magic was Proactiv," she said in the video.
The promotional campaign has garnered a largely negative reaction online. Commenters were quick to draw comparisons to Kendall's controversial Pepsi ad, which was quickly pulled amidst brutal backlash.
In that instance, the soda company suggested a can of its product - hand-delivered by Kendall - could stop the violence inflicted on minorities in the US by police.
"The Pepsi shit, I could have forgiven... but this," one Twitter user wrote.
"Sis, don't tell me that THIS is the announcement your mom tagged with #bethechange and #shareyourstory" and #changetheconversation?" another said.
"Suffering from acne doesn't make you brave... it makes you normal," one person added.
Kendall has yet to respond to the criticism online.