A recent ELF Cosmetics announcement with Matt Rife has caused online controversy due to the controversial past of the comedian.
In the new commercial star of the brand of beauty brand, Rife and Drag Queen Heidi n as lawyers responsible for protecting consumers from the “beauty injustice” of expensive makeup. After the launch of the August 11, fans have a lot to say about ELF’s decision to select Rife for the campaign.
The appearance of the comedian in the reaction of the critics who cited their previous comments on domestic violence.
Why do people talk about the announcement and how did the Cosmetics respond Elf? This is what you need to know.
What does the announcement of Elf Cosmetics represent?
In the campaign, Rife and Heidi N Closet Star as two lawyers in “The Legal Offices of Elfino & Schmarnes” defend consumers of expensive cosmetic projects.
The announcement, which promotes the best selling of the brand, is a humorous version of the typical lawyers, and seems to parody ancient commercials of the law firm Cellino & Barnes.
The couple, dressed in costumes while they consider in an office, tells viewers that “affordable beauty lawyers” are ready to win their expensive makeup case.
The duo also asks viewers to call “1-855 FrÃas-Hardas”, a play in the long telephone numbers given during the laws.
“Elfino and Schmarnes have gone to Elf Court for millions of customers, helping them access beauty products that deserve at prices that will not reveal their livelihoods,” says Rife in the announcement.
“I know one or two things about the red flags. And the expensive makeup? You deserve better than that,” he continues.
Why is Matt Rife’s characteristic in Adsporting’s dispute?
The Elf Cosmetics campaign caused a talk among the spectators due to some fans of the “red flags” that they have indicated in the comedian’s past.
In November 2023, the star was news after he joked about domestic violence during his special “Netflix comedy” comedy.
At the beginning of the show, Rife joked about seeing a host with a purple eye in a restaurant in Baltimore.
“And my boy with whom I was saying: ‘Yes, I feel bad for her, man. I feel they should put it in the kitchen or something where nobody has to do with her face, you know?” Rife said. “And I thought, ‘Yes, but I feel that if she could cook, she wouldn’t have that purple eye.”
After sharing the joke, Rife told the audience that he was “just trying the waters, seeing if you will be fun or not.”
“I imagine that if we start the show with domestic violence, the rest of the show should be a soft navigation,” he continued.
Many of Rife’s followers found insensitive and offensive comments. A joke clip received more than six million opinions about Tiktok, with spectators sharing their thoughts in the comments section.
“Did anyone leave this guy on stage, filmed it and was approved to be put in Netflix?” A user said.
“I obtained the heebie Jeebies ab this man so fast and I have demonstrated continuously correct since then,” added another.
The joke also caught the attention of YouTuber Hank Green, who Published about that in X.
“A comedian who ruins his relationship with a large part of his fans base because he wanted to be like everyone else boring: the multitude of Netflix Special ‘you can’t say more jokes’ is really depressing,” Green said.
In response to the violent reaction, Rife shared an Instagram story with a link that said it was his “official apology,” NBC News said. However, he linked to a health website that sold special needs helmets.
In an interview with Variety at that time, Rife apparently defended the jokes he did during the special. Rife shared that “natural selection” was designed to attend to a male audience, since he wanted to show people not to “please their career with women.”
Less than two years later, Rife’s characteristic in the Elf campaign makes critics question the decision -making brand to the comedian.
“Of all the people of the world …”, said a user about the Instagram publication of the brand’s brand.
“I really cannot believe that no 1 person in ELF has not said …” We should not associate with a man who makes jokes about domestic violence, “added another.
“As a survivor … everyone should be ashamed of yourself. You are not even in your demographic group or use your products. You can take your growing prices and athletics elsewhere. I will never buy from you again,” said a third critic.
Has Elf Cosmetics talked about the reaction?
On August 13, Elf Cosmetics published a statement on Instagram about the campaign.
“You know us, we are always listening and we have heard you,” the brand wrote.
“This campaign aimed to highlight with humor the injustice of beauty. We understand that we lost the brand with the people who care in our community of elves,” the statement continued.
For some, the apology lost the brand.
“I’m sorry, but this is not an apology? What will ELF do more to say that you missed the brand? Now it would be a good time to donate and highlight the organization that supports DV survivors,” said a user in the publication.
“I don’t understand how I know you investigated Matt Rife and they still said yes, that is our guy …” added another.
In an interview on August 14 with The Business of Beauty, the World Marketing Director of Elf Beauty, Kory Marchisotto, addressed the decision of the brand to present an abundance in the campaign.
Marcheotto said ELF selected Rife because his Tiktok audience is largely feminine and under 34, the “optimal point” of the brand.
Marcheotto said the reaction was a surprise for the brand.
“Obviously we are very surprised,” Marcisotto told The Outlet. “There is a great gap between our intention and how this lost the brand for some people … we always intend to offer positivity, and this is not.
