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A recent advertising Elf Cosmetics with Matt Rife sparked online controversy due to the controversial past of the actor.
In the beauty brand new advertisingRife and Drag Queen Heidi n Closet Star as a lawyer responsible for protecting consumers from “beauty injustice” from too expensive makeup. After the announcement of August 11 of the ad, fans have a lot to say about Elf’s decision to select Rife for the campaign.
The appearance of the actor standing in the announcement attracted the achievements of criticisms that cited his previous comments on domestic violence.
Why do people talk about the announcement and how did Elf cosmetics react? Here’s what you need to know.
What does the Elf Cosmetics announcement represent?
In the campaign, Rife and Heidi N Closet present themselves as two lawyers in “Les Cabinets Legals d’Elfino & Schmarnes” defending consumers of expensive cosmetic projects.
The announcement, which promotes the brand’s bestsellers, is a humorous vision of typical lawyer advertisements and seems to parody old advertisements of the CELLO and Barnes law firm.
The pair, dressed in costumes as they put in an office, tells viewers that as “affordable beauty lawyers”, they are ready to win their makeup arguments that are too expensive.
The duo also asks viewers to call “1-855-Cold-Hard-Hash”, a piece on the long telephone numbers given during law advertisements.
“Elfino and Schmarnes went to Elf Court for millions of customers, helping them to access beauty products which they deserve at prices that will not injure their livelihoods,” explains Rife in the announcement.
“I know one or two about the red flags. And the expensive makeup? You deserve better than that, ”he continues.
Why is the functionality of Matt Rife in the advertising trigger controversy?
The Elf Cosmetics campaign has caused chatter among viewers due to certain fans of “red flags” underlined in the actor’s past.
In November 2023, the star Make the headlines After joining for domestic violence during his special “natural selection” of the Netflix comedy.
At the start of the show, Rife joked a hostess with a black butter eye in a restaurant in Baltimore.
“And my boy I was like” yeah, I feel bad for her, guy. I have the impression that they should put it in the kitchen or something where no one has to see her face, you know? “” Said Rife. “And I said to myself:” Yeah, but I have the impression that if she could cook, she would not have that eye with black butter. “”
After sharing the joke, Rife told the public that he “simply tested the waters, seeing if you all went to be fun or not”.
“I think that if we start the show with domestic violence, the rest of the show should be smooth,” he continued.
Many Rife disciples have found insensitive and offensive comments. A joke clip Received more than six million views on Tiktok, viewers sharing their reflections in the comments section.
“Someone left this guy on stage, filmed it, and was approved to be put on Netflix?” A user said.
“I had the Heebie Jeebies Ab this man so quickly and I have always proven myself since,” added another.
The joke also drew the attention of Youtuber Hank Green, who Posted on this subject on x.
“An actor rushing his relationship with a large part of his fans base because he wanted to be like all the other Boring -A – Netflix Special ‘You Can’t Tell jokes’ Force is actually just depressing,” said Green.
In response to the reaction, Rife shared an Instagram story with a link which, according to him, was his “official apology”, NBC News reported. However, he has linked to a health website that sold special needs helmets.
In An interview with Variety At the time, Rife apparently defended the jokes he made during the special. Rife shared that “natural selection” was designed to respond to a male audience, because he wanted to show people that he “did not put his career for women”.
Less than two years later, Rife’s functionality in the ELF campaign has criticism by questioning the brand’s decision to tackle the actor.
“Of everyone around the world …”, commented a user on the brand Campaign Instagram post.
“I really can’t believe that a person in Elf has not said …” We should not associate with a man who makes jokes about domestic violence, “added another.
“As a survivor … You should all be ashamed of yourself. It is not even in your demographic group and it does not use your products. You can take your growing prices and your peak elsewhere. I will never buy home again,” said a third criticism.
Did Elf Cosmetics talk about the counterpoup?
On August 13, Elf Cosmetics published a declaration on Instagram concerning the campaign.
“You know us, we always listen and we have heard you,” wrote the brand.
“This campaign aimed to highlight the beauty of injustice.
For some, the excuses missed the brand.
“I’m sorry but it is a non-excuse? What exactly is Elf that you have missed the brand?
“I can’t understand how I know that you did your research on Matt Rife and that you always said that it was our guy …”, added another.
In An interview of August 14 with the Business of BeautyKory Marchisotto, chief of the Elf Beauty marketing chief, tackled the brand’s decision to present banks in the campaign.
Marchisotto said ELF had selected Rife because his audience Tiktok is largely feminine and under 34 years old, the brand’s “sweet spot”.
Marchisotto said that the counter coupling was a surprise for the brand.
“Obviously, we are very surprised,” said Marchisotto at the point of sale. “There is a big gap between our intention and the way it has missed the brand for some people … We always aim to offer positivity, and it has not done so. So we are in a position where, honestly, that does not feel good for us.”
