Makeup Brand’s declaration does not solve Matt Rife backlash

Elf published a statement Thursday after faced an intense reaction on an advertisement that featured the actor Matt Rife, whoThe presence in the announcement aroused criticism due to its previous jokes on domestic violence.

The announcement, broadcast last week, presents Rife as a lawyer for fictitious “Elfino” injuries, with his partner “Schmarnes”, played by the interpreter of Drag Heidi N Closet. The announcement refers to advertisements for lawyers Cellino and barnes broadcast in the 2000s.

“You know us, we are still listening and we have heard you,” said Elf in his declaration. “This campaign aimed to highlight the injustice of beauty with humor. We understand that we have missed the brand with the people we care for in our Elf community. ”

“While Elfino and Schmarnes ends today, we will continue to plead in favor of too expensive beauty,” continued the press release.

While Rife’s announcement was supposed to be humorous, viewers were indignant Regarding its representation of the company’s range of products and spoke of misogynist bits of its special Netflix in 2023, “Matt Rife: Natural Selection”.

During the special, Rife joked on a woman receiving an eye to black butter so as not to cook well.

Several influencers with the following large pits have spoken out against the company in the days following the release of the announcement. Some have even promised never to work with the brand again.

Kory Marchisotto, director of global marketing at Elf Beauty, told The Business of Fashion that the company wanted to target women and girls of the Z generation, and chose Rife because its next tiktok is 80% female and 75% under 34.

“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.”

Many fans seem not to be satisfied with Elf’s declaration, flooding the comments on the brand’s social media pages with more criticism.

“I’m sorry but it’s a non-excuse?” What exactly you have failed in the brand?», A comment on Instagram Read.

“You made excuses but kept the video on IG ????”, wrote the influencer of the Hanan Besovic fashion (@ideservecouture). “As if you apologize for something that is two scrolls !!! have meaning !!! remove the countryside if you really understand the problem.”