E.l.f. Cosmetics is grappling with the fallout from their latest advertisement, prompting a response on social media amidst a storm of criticism. As the beauty brand endures continued uproar over their promotional campaign featuring comedian Matt Rife, the company has issued a message on social media platforms.
"You are well-acquainted with us; we are always attentive and we have heard your voices," E.l.f. Cosmetics penned in their Instagram statement dated August 14. "This campaign was intended to humorously shine a light on beauty justice. We acknowledge that we fell short with the very people in our e.l.f. Community whom we cherish. While the doors of e.l.f.ino & Schmarnes may be closing today, our commitment to fighting against overpriced beauty products remains steadfast."
Indeed, the core message of the August 10 advertisement centered around precisely this. In this contentious campaign, Matt and drag queen Heidi N Closet starred as "affordable beauty attorneys" at e.l.f.ino & Schmarnes, a playful nod to the former New York personal-injury law firm Cellino & Barnes, determined to shield their clientele from "exorbitant makeup products."
"I'm no stranger to recognizing red flags," quipped Rife. "And pricey makeup? You deserve far better."
However, critics were unconvinced, arguing that the comedian was an ill-suited choice for the advertisement, particularly given his joke about domestic violence in his 2023 Netflix special, Natural Selection. As one social media user commented under the company's Instagram post showcasing the ad, "Oooooh. Matt Rife? The individual who pokes fun at domestic violence? In an advertisement targeting women? That's, um, a questionable decision."
Despite their recent apology, the campaign and its promotional imagery persist on the brand's social media profiles.
Shortly after E.l.f. Cosmetics released their statement, Kory Marchisotto, the company's Global Chief Marketing Officer, also addressed the uproar, expressing their "utter surprise" at the online backlash.
"There exists a wide disparity between our intentions and how we fell short for some," Marchisotto revealed in an August 14 interview with The Business of Beauty. "Our aim is always to spread positivity, and this time, we fell short. Thus, we find ourselves in an uncomfortable position that doesn't sit well with us."
