KARDASHIAN CASE STUDIES
Kylie Jenner and Pureleef Plumping Cream
If candid photos are the lifeblood of celebrity Instagram, the beating heart of the beast is commerce, aka cold hard cash.
It’s no surprise, then, that the Kardashian/Jenner clan has tapped into the lucrative stream of product endorsement. Over the summer of 2015 Kylie Jenner made a big splash when she endorsed the rather preposterous sounding butt and breast plumping cream on her Instagram feed. With close up snaps of her of boobs and butt as “proof” she claimed this cream, made by Pureleef has done wonders for her physique after just a month of consistent use. Both Pureleef and Kylie proclaimed that this was not just a paid advertisement and that Kylie legitimately believes that the product works, suggesting it’s even healthier than plastic surgery. There is, of course, no way to confirm what financial arrangements Kylie has with Pureleef. Does she get paid for product endorsement? Does she have a stake or shares in the company? Do other family members have a financial relationship with Purleef?
What’s as disturbing as the lack of transparency around the finances is the nature and effectiveness of the product itself. Several online publications have responded with a very healthy dose of skepticism. Marie Claire and Teen Vogue contacted professional dermatologists and estheticians for their professional opinions. As you’d expect with a product like this, the professionals responded with what could be summed up as a resounding “meh”. Pureleef doesn’t appear to be making hugely outlandish claims for the product and they are using what they say are lab results in their advertising. But how safe is it? What regulatory agency has reviewed the product? Who’s tested the claims of “plumper skin”? In our natural health section (below) there’s a look at what it takes to get a product approved by the FDA and Health Canada.
Surprisingly, reviews from Kylie’s faithful online following (more than 70 million) have been decidedly negative. Sure, there are a few who provide ringing endorsements, but they’re in the minority. Instead there was an outpouring from disappointed Instagram fans, young women who saw this advertising for what it was. Numerous Instagram posts admonished her for advertising this product, calling into question Kylie’s honesty about the product and herself. Many of the posts also criticized Kylie for contributing to an increasingly superficial culture. Even those who still supported Kylie labeled the cream as unnecessary and pleaded with Kylie to be the kind of natural beauty that money can’t buy. Amazon reviews were blunt - with most people either not seeing an effect or stating that the cost of the product was not worth the absurd $50 cost.
Beyond the financial questions, and the questions about exactly what’s in this product, what the Pureleef case study reveals is an obsession with the superficial cosmetic culture of the online and Instagram world. Exactly why would a teenager need breast and butt plumping cream? What message is Kylie Jenner sending about the source of self-esteem for young women? We live in an age where cosmetic surgery is being performed at younger and younger ages. According to the American Society of Plastic Surgeons, more than 60,000 teens underwent plastic surgery in 2013 and again in 2014 in the USA.
That Pureleef and Kylie are selling their cream as an alternative to unsuspecting teens who may not know better or possibly those who don’t have access to the appropriate information doesn’t let them off the hook. It merely reinforces the message that changing your appearance is the key to feeling better about yourself. Perhaps promoting beauty created through hard work and healthy living might be more in Kylie’s interest and in the interest of her more than 70 million online followers.
By Amazon Customer on October 16, 2015
I have been using the pureleef product for approximately 3 weeks and I noticed results immediately. Applying pureleef twice a day after showering in the morning and at night time, paired with a sequence of 25 squats, my butt is plumper and perkier already. I absolutely love this product!! I normally use a butt shaper under garment when applying the pureleef cream; this method helped target and shape my butt to my liking. Hopefully this method works for you as well!
5.0 out of 5 stars. It really works, lol.
By melinda on August 8, 2015
Just used for first time last night and woke up with these weird purple bumps all over my butt. Guess I'm allergic or is that suppose to happen? It's not itchy.
By Kris on July 8, 2015
Don't see any change and I am almost finish with my jar.
By tiffany on August 12, 2015
I have been using this product well over a month and I don't see a difference.