Makeup Brand’s Statement Doesn’t Fix Matt Rife Backlash

E.l.f. issued a press release Thursday after dealing with intense backlash over a business that starred comic Matt Rife, whose presence within the advert sparked criticism due to his earlier jokes about home violence.

The advert, which aired final week, options Rife as fictional harm lawyer “E.l.f.ino,” together with his associate “Schmarnes,” performed by drag performer Heidi N Closet. The advert references commercials for attorneys Cellino & Barnes that aired within the 2000s.

“You already know us, we’re all the time listening and we’ve heard you,” e.l.f. mentioned in its assertion. “This marketing campaign aimed to humorously highlight magnificence injustice. We perceive we missed the mark with folks we care about in our e.l.f. neighborhood.”

“Whereas e.l.f.ino & schmarnes closes at present, we’ll proceed to make the case in opposition to overpriced magnificence,” the assertion continued.

Whereas Rife’s advert was meant to be humorous, viewers have been outraged over his representing the corporate’s product line and introduced up misogynistic bits from his 2023 Netflix particular, “Matt Rife: Pure Choice.”

In the course of the particular, Rife joked a couple of lady receiving a black eye for not cooking effectively.

A number of influencers with sizeable followings spoke out in opposition to the corporate within the days following the advert’s launch. Some even promised by no means to work with the model once more.

Kory Marchisotto, e.l.f. magnificence’s international chief advertising officer, told The Business of Fashion that the corporate wished to focus on Gen Z girls and ladies, and picked Rife as a result of his TikTok following is 80% feminine and 75% underneath the age of 34.

“Clearly we’re very stunned,” Marchisotto informed the outlet. “There’s a large hole between our intention and the way this missed the mark for some folks… We all the time purpose to ship positivity, and this one didn’t. So we discover ourselves able the place, fairly truthfully, that doesn’t really feel good for us.”

Many followers seem to not be happy with e.l.f.’s assertion, flooding the remark sections on the model’s social media pages with extra criticism.

“I’m sorry however this can be a non apology? What precisely is e.l.f going to do aside from say you missed the mark? Now could be an excellent time to donate to & spotlight group that help dv survivors,” one touch upon Instagram learn.

“You made an apology however KEPT THE VIDEO ON IG????,” wrote vogue influencer Hanan Besovic (@ideservecouture). “Like you’re apologizing for one thing that’s two scrolls away!!! MAKE IT MAKE SENSE!!! Take down the marketing campaign for those who actually perceive the difficulty.”