e.l.f. Cosmetics has launched a new ad campaign featuring comedian Matt Rife and drag queen Heidi N Closet. The campaign, released on August 11, showcases the duo as “affordable beauty attorneys” at the fictional “Law Offices of e.l.f.ino & Schmarnes,” a parody of the well-known law firm Cellino & Barnes. The video promotes access to beauty products at affordable prices.
Despite the ad’s message not being inherently controversial, Rife received criticism due to past remarks on domestic violence made during his Netflix special, “Natural Selection,” which premiered in November 2023. His jokes on sensitive topics have sparked backlash from various audiences, particularly women, who have expressed discontent over his association with a brand that primarily targets female consumers.
Following the backlash, e.l.f. Cosmetics issued a public apology, acknowledging that it missed the mark with its audience. The company stated, “This campaign aimed to humorously spotlight beauty injustice,” and confirmed it would continue to fight against overpriced beauty products while closing the e.l.f.ino & Schmarnes campaign.
- Why it matters:
- Brands may face backlash for partnerships involving controversial figures, risking alienation of their target demographic.
- Consumer perceptions can significantly impact marketing strategies and brand reputation.
- The latest: e.l.f. Cosmetics has publicly apologized for the campaign after facing criticism about their choice of spokesperson.
Source: https://timesofindia.indiatimes.com/etimes/trending/viral-e-l-f-cosmetics-new-ad-campaign-with-comedian-matt-rife-sparks-online-outrage-heres-why/articleshow/123337345.cms
Source: https://timesofindia.indiatimes.com/etimes/trending/viral-e-l-f-cosmetics-new-ad-campaign-with-comedian-matt-rife-sparks-online-outrage-heres-why/articleshow/123337345.cms