Viral: e.l.f. cosmetics' new ad campaign with comedian Matt Rife sparks online outrage, here's why
It seems it's time to put down the jeans and pick up the makeup. While Sydney Sweeney's American Eagle ad campaign may have seen its time of the day on the internet, a new and fresh out of the makeup oven is e.l.f.
cosmetics' new ad campaign starring comedian Matt Rife and drag queen Heidi N Closet is receiving much criticism on the internet.
On August 11, the budget beauty brand released the campaign video set at the fictional 'Law Offices of e.l.f.ino & Schmarnes," a play on the real-life law firm Cellino & Barnes.
In a parody of the firm's iconic 1990s and 2000s commercials , Rife and Closet acted as "affordable beauty attorneys" who visit "e.l.f.
court for millions of clients, helping them to access beauty products they deserve at prices that won't injure their livelihoods."
'I know a thing or two about red flags. And pricey makeup? You deserve better than that,' Rife says in the ad, which ends with the pair encouraging viewers to call '1-855-COLD-HARD-LASH."
While there was absolutely nothing controversial about the message of the ad campaign, one of the two stars starring in the campaign, the internet had many issues with.
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It was none other than comedian Matt Rife who faced much criticism after his joke on domestic violence made in his debut Netflix special.
Why Matt Rife?
Image credits: X
Rife, 29, had gone popular across the globe in 2022 after a video of his stand-up comedy went viral on the internet. Previously, he had appeared in a few small roles on television and made it to the semi-finals of the comedy competition show "Bring the Funny" in 2019.
However, in November 2023, his Netflix special "Natural Selection" released and received mixed reviews in what the comedian described as an attempt to appeal to a male audience after his fame was largely attributed to female supporters.
However, in an attempt to make it special for the guys, Rife ended up losing his female fans. In the opening for the special he told a story about visiting a "ratchet" restaurant in Baltimore with his friend and noticing a female server had a black eye. As the story went on, the duo wondered why the establishment wouldn't keep the server in the kitchen to avoid people seeing her injury.
"Yeah, but I feel like if she could cook, she wouldn't have that black eye," he quipped.
"I figure if we start the show with domestic violence, the rest of the show should be smooth sailing."
The comedian landed in even deeper waters after he issued a fake apology on his Instagram story. "If you've ever been offended by a joke I've told, here's a link to my official apology," he wrote adding a link to a website selling "special needs helmets."
Netizens react to e.l.f. ad
Image credits: X
People on the internet, especially women are not even remotely happy with e.l.f.
cosmetics, who had a global market of women hiring Matt Rife for a campaign promoting their products.
"so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?," wrote a person on X.
"I don't understand how E.L.F. the makeup brand will do a beauty ad with Matt Rife who has made disturbing jokes about women and women's bodies. Like it's unbelievable how the company is also known for empowering women and young girls," commented another.
"If you're not familiar with Matt Rife he is a comedian that made jokes about domestic violence, then when people got upset he posted saying he this where people who get upset should need linking to helmets designed for special needs. Then he went on to make jokes about the trans community. Absolutely disgusting that ELF would think it's ok to use him in their ads." wrote a person on Reddit.
"Thank you for bringing this to my attention.
Domestic violence (regardless of age and gender) is never a joke and I won't condone anyone who treats it like one. So for e.l.f to hire him instead of anyone else, no thanks," added another.
One even pointed out how the brand seemed to be getting on the outrage marketing train just like American Eagle did.
However, it seems the brand's thoughts were not such as it issued a public apology. 'You know us, we're always listening and we've heard you,' the company wrote in a statement. 'This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.lf. community. While e.l.f.ino & Schmarnes closes today, we'll continue to make the case against overpriced beauty.
'
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