An advertising campaign of the Elf Cosmetics Company with the American humorist Matt Rife, who has already controversial for a joke on domestic violence, is controversial.
In advertising, the humorist embodies a lawyer named “Elfino”. We see it alongside the American drag queen Heidi n Closet.
«Health girltoo expensive cosmetics hurt your wallet? I know one thing or two about the red flags. And the expensive makeup? You deserve better than that, ”says Rife in the pub with humorous tone.
The choice of Matt Rife, who was plunged into controversy in 2023 after the publication of his show Matt Rife: Natural Selection On Netflix, is far from unanimous. In his show, the humorist is joking about a woman who has a black eye made after having cooked badly.
“Eeeeeet you lost me …. Matt Rife among everyone?”, Regrets the popular designer of American beauty content Nikkie de Jager (@nikkitutorials) under a tiktok video of the ELF company
“Is Matt Rife there to sell us the concealer for a black eye caused by domestic violence,” said another person.
“I thought you were without cruelty?” Asks someone else.
Several people have also filmed themselves by throwing their ELF products into the garbage.
On the humorist’s Instagram account, advertising seems to pass better.
“The collaboration I have never seen coming,” writes a person.
“I’m going to go to Elf products just because of this ad,” said another.
“We missed our blow”
The Elf brand reacted to controversy on social networks.
“You know us, we listen to you and we heard you. This advertising campaign aimed to highlight injustice in the beauty industry in a humorous way. We understand that we missed our blow according to people to whom we hold in our Elf community, ”apologized the company.
The controversy occurs a few days after that surrounding the advertising of the American Eagle clothing company. Several people criticized the campaign, which features actress Sydney Sweeney, for promoting white supremacy.
