The Kardashian branding is addictive like Oreo cookies, crack, and pumpkin spice lattes. It seems that we, as an American culture, just cannot get enough of the family. Personally, I have been beyond satiated. They are everywhere I look: my Snapchat, my everyday conversations, even the grocery store checkout. Everywhere I look they seem to pop up, and this writer is about to close her eyes for good because of it.
The main reasoning behind this prevalence is because their whole celebrity status revolves around them being in the spotlight. As my father likes to put it in his begrudging fashion, “they’re famous for being famous.”
On top of that, their overall image presents a poor representation to the young women of western culture who follow them so ardently. From cosmetic augmentation to laborious beauty routines, they paint a picture that is unattainable for the majority of their fanbase. This constant need to be like these women creates an obsession around materialistic ideals, and one day the Kardashians themselves will not be able to achieve the hype.
Let’s look at our main girl, Kim. She was heralded and praised for going sans makeup at Paris Fashion Week, and before you know, she was robbed. However, her face was not free of product or dedication, as she still had gone through her regular moisturizing routine.
It sounds simple, sure, but as Stylish by US reported this past June, “Kim Kardashian maintains her pristine face by using a consistent rotation of luxurious products every morning — and they total $1,230.” To compare her to my 2015 annual salary, her skin care products would cost me roughly one-fifth of my annual pay.
And never forget she is known for getting a “vampire facial,” a process which Elle describes as, “platelet-rich plasma which is taken from the patient’s own blood” and then injected strategically back into their face. It was also noted that the round four facials cost roughly $2,500. All this added up means going without makeup, for Kim Kardashian, has a very different meaning than it does for the average individual.
When Kim Kardashian does decide to put on a face of makeup (which is more often than not), she takes two hours to prep her more normal look. If you want to see a time-elapsed version of a team of people dolling her up, check out her app! I am sure she would love the digital traffic boost and miniscule payout because those makeup artists do not work for free.
Switching to the youngest of the trendy children – Kylie Jenner. Her lips in recent years have become a commodity for her, selling “lip kits” for roughly $29.00 per set and now moving to a broader range of makeup products. This market came about after her mouth became a personal trademark, and after Kylie Jenner received temporary lip fillers over many years.
Not personally owning up to this augmentation, her older sister Khloe Kardashian outed her injections during an episode of their hit television series “Keeping Up with the Kardashians.” Jenner eventually explained her choice was made due to personal insecurities and some boy’s reactions to her mouth – all a bunch of shallow excuses. Eventually, the teenage Jenner took to Twitter to defend the alteration.
She wrote on April 21, 2015, “I’m not here to try & encourage people/young girls to look like me or to think this is the way they should look.” She continued with, “I want to encourage people/young girls like me to be YOURSELF & not be afraid to experiment with your look.”
While this is all well-intended, it still shows a very negative perspective on how physical insecurity should be handled. It displays how beauty and acceptance should be bought, and that the opinions of others matters above one’s own. Then, in the unique Kardashian way, you must turn it into a commodity.
Thus the vicious cycle of their branding is born, creating unrealistic goals and then endorsing products to give a quasi-version of their extravagant lifestyle. Followers of the family shell out the cash to get a taste of the spotlight this family basks in everyday. They feed on social media newsfeeds and products given a signature K. Their status and lifestyle has become their means of employment, which will one day catch up to them.
No matter how many beauty experts come or millions of dollars are spent, time will win out, leaving the name “Kardashian” irrelevant to the masses. Until then, they will fight for attention and strike while they can, squeezing every bit of attention and money that they can out of us, their adoring subjects.
They embody pop culture fluff, offering little substance to the world who devotes so much time and effort to them. Overpriced beauty products and mindless smartphone apps and games are idle play to distract us from the stresses of reality that Kardashian’s hardly ever see.
This branding and media attention make them almost like a bacterial infection, which is passed every time they are used for internet click-bait. Keeping their name on our tongues is what keeps them alive and well, working their way through us until everyone worships the ground they walk on.
As for me, I will take my Kardashian antibiotic and forget them when I can, knowing there are better things to do than google their selfies on Snapchat and that my wallet will thank me.