Another day, another internet divide. Jameela Jamil is taking a bash at the Kardashians, namely Kim, because of her recent beauty products that cover Psoriasis (something Kim herself suffers from). The new body make up , from Kim’s beauty line is nothing new. In fact, I don’t think a lot of people realise their beloved Mac actually do a face and body foundation. With people in uproar about Kim “making people feel like they should cover their Psoriasis” and profiting from the condition, people seem to be forgetting that hundreds of other companies do the same.
Of course, bashing the Kardashians has become the quickest and easiest way to get some clout on Twitter without actually having to put any work into your content. Just disagree with one of the three sisters who give to various charities, have supported men through mental health problems despite them breaking their hearts over and over again and who do good in general in the background and you are guaranteed a decent level of retweets. So of course, up pops professional bellend Jameela Jamil. Yes here we go with the “body positivity” and all of the usual nonsense about how influencers have made advertising take a turn for the worst.
To start off with, lets take a look at the history of advertising shall we?
Apparently advertising is more persuasive now…
What do you think?
Just to caveat I am a bit biased here. I work in advertising so I guess I have a head start on knowing full well when I am being advertised to. I do still find it monumentally stupid that grown adults can look at someone like Kim Kardashian using one of her products on social media and not really catch on to the fact she is making money off of it. They literally FILM parts of their show that cover them doing paid appearances and negotiating brand deals. That’s not to say that we don’t need to look at mental health and social media, because we do. I’ve even written a post on the effects of Instagram on mental health myself in the past.
But here is the issue with the social justice warrior mouthpiece that is Jameela Jamil: she is doing EXACTLY what the Kardashians are doing and is being damn right shady about it. Think back. Do you remember her being so “involved” in body positivity prior to her series “The Good Place” coming out in 2016? No? Funny that isn’t it? Let’s take a look at her argument that the beauty industry, and specifically the advertising of it is problematic to mental health. In advertising, you sell a “feeling” and this is the same for every single vertical. So yeah, beauty adverts might make you feel like you need to look a bit better, but why isn’t she taking on the pharmaceutical industry? Seriously, we are in the middle of an opioid epidemic and OTC medications that metabolise into morphine in your system are sold over the counter and advertised on TV as a cure for headaches. Why isn’t Jameela Jamil picking a fight with GSK? Foundation won’t kill you hun, but a ten year Solpedeine addiction will.
I’ll tell you exactly why she isn’t currently gunning for the various makers of co-codoamol – because it isn’t a popular fight. Jameela Jamil goes after people like Kim Kardashian because she knows it will bring attention to her, her personal brand, and her show. She is building a brand in and IDENTICAL way to Kim Kardashian. She’s just being dishonest about it. I pity you if you wake up every morning and think “wow, Jameela Jamil REALLLLYYYYY cares about me”. Because she fucking doesn’t. She cares about exposure, which ultimately leads to ratings, which ultimately leads to a new series being commissioned and then guess what? MONEY.
I’d much rather have someone like Kim Kardashian in my face telling me directly she is selling me a product she will make money off than keep seeing absolute rubbish come out of the social accounts of a Wolf in Sheep’s clothing who shares the exact same motives of the people she purports to despise.