Makeup Brand Releases Statement On Matt Rife Ad Backlash, And Many Critics Aren't Happy
HuffPost
“There is a big gap between our intention and how this missed the mark for some people," said e.l.f. beauty’s global chief marketing officer.
E.l.f. issued a statement Thursday after facing intense backlash over a commercial that starred comedian Matt Rife, whose presence in the ad sparked criticism because of his previous jokes about domestic violence.
The ad, which aired last week, features Rife as fictional injury lawyer “E.l.f.ino,” with his partner “Schmarnes,” played by drag performer Heidi N Closet. The ad references commercials for attorneys Cellino & Barnes that aired in the 2000s.
“You know us, we’re always listening and we’ve heard you,” e.l.f. said in its statement. “This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. community.”
“While e.l.f.ino & schmarnes closes today, we’ll continue to make the case against overpriced beauty,” the statement continued.
While Rife’s ad was meant to be humorous, viewers were outraged over his representing the company’s product line and brought up misogynistic bits from his 2023 Netflix special, “Matt Rife: Natural Selection.”
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