Comic Matt Rife’s new e.l.f. Cosmetics advert about ‘overpriced magnificence’ sparks fury months after cosmetic surgery rumors
COMEDIAN Matt Rife is getting a whole lot of hate over his controversial new e.l.f. make-up advert about “overpriced magnificence.”
His inclusion in e.l.f.’s TikTok marketing campaign has been slammed by viewers months after he fended off cosmetic surgery rumors.
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Rife’s involvement within the advert follows intense hypothesis that he underwent a number of plastic surgical procedures – gossip he quashed in his memoir revealed final yr.
The comic sparked rumors that he quietly went beneath the knife after followers found previous images of the star with a drastically completely different look.
As for e.l.f., upset ladies have vowed to cease shopping for the model – with moms declaring they received’t buy it for his or her daughters, and ardent followers sharing their emotions about their disgust over the tone-deaf advert.
Clients have criticized the agency for together with Rife to plug make-up regardless of a home violence joke he informed in 2023.
One one that slammed e.l.f.’s determination ranted on social media, “In Matt Rife’s Netflix stand-up particular Pure Choice he opened with a home violence joke, implying a girl wouldn’t have a black eye if she may prepare dinner.”
“You didn’t have the price range for a comic who doesn’t joke about abuse?” requested one other shocked viewer on the model’s Instagram submit.
E.l.f. was scorned for being “disgusting” by one shopper, whereas one other shopper requested, “Is Matt Rife right here to promote us concealer for black eyes from home violence?”
And one other consumer wished to know if the make-up model would “put Andrew Tate in an advert subsequent?”
He confronted backlash after jokes on his Netflix particular appeared to make mild of home violence.
Rife informed the story of consuming at a restaurant with a pal after they noticed their feminine server had a black eye.
They mentioned why the house owners would not have the girl understanding of sight – within the kitchen – to keep away from clients asking questions.
“Yeah, however I really feel like if she may prepare dinner, she would not have a black eye,” Rife joked within the particular.
The model has now apologized for upsetting loyal clients, admitting it “missed the mark.”
The advert options Rife, 29, and drag queen Heidi N Closet, an American drag performer who was a contestant in RuPaul’s Drag Race.
It has attracted practically 20,000 feedback on TikTok alone in since being launched earlier this week.
It options the pair fronting a spoof authorized business – “E.l.f.ino and Schmarnes defending your eyes, lips, funds.”
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It asks “have you ever fallen sufferer to overpriced magnificence?”
Rife jokes that E.l.f.ino and Schmarnes have “gone to court docket for hundreds of thousands of shoppers, serving to them to entry magnificence merchandise they deserve at costs that received’t injure their livelihoods.
“I do know a factor or two about pink flags, and expensive make-up, you deserve higher than that.”
He then opens up a suitcase filled with piles of money, and make-up.
The pair – described as “inexpensive magnificence attorneys” – then provide to assist present “chilly laborious lash”.
FEARS FOR HEIDI
There have been fears that Heidi may endure because of the “disgusting” advert.
One particular person wrote, “Why did you place the gorgeous, hilarious, heidi with matt? Heidi deserves this advert, you probably did her soiled by placing them collectively.”
One other warned, “Gross sales are gonna plummet and they’re gonna blame Heidi when it is really Matt Rife’s fault.”
One viewer famous: “In his Netflix particular [he] joked about home violence… He is a really unlikeable particular person.”
E.l.f. apology to make-up clients over advert
The model has launched a public assertion, after the backlash to its advert:
“You realize us, we’re all the time listening and we’ve heard you.
“This marketing campaign aimed to humorously highlight magnificence injustice.
“We perceive we missed the mark with individuals we care about in our e.l.f. neighborhood.
“Whereas e.l.f.ino & schmarnes closes as we speak, we’ll proceed to make the case towards overpriced magnificence.”
One other vowed, “I’ll by no means spend one other greenback with elf. They know the jokes be made about D V.”
And one fumed, “Your gel moisturizer and cream moisturizer are excellent for me; I’ve been shopping for them religiously.
“And now I’m finished. It’s absolute bulls**t so that you can generate profits off ladies and provides it to Matt f***ing Rife. Might the corporate plummet.”
One other fumed, “Okay cool. So elf actually would not give a s**t about us, those that really help the enterprise!
“Why on this inexperienced earth would you ever assume that Matt Rife could be a great spokesperson for elf cosmetics? do you guys actually simply need to go beneath?”
Might the corporate plummet
Many requested suggestions for different make-up, with one lamenting, “Darn I cherished ELF however as a home violence survivor I merely can’t purchase from you guys after this.”
JEANS AD
The large backlash follows a blended response to Sydney Sweeney‘s racy denims advert in July.
Some – reminiscent of US President Donald Trump – praised it as “the most popular,” whereas critics in contrast the advert, which declares “Sydney Sweeney has nice genes,” to “Nazi propaganda.”
The U.S. Solar has contacted each e.l.f. and Rife for remark.
APOLOGY
Kory Marchisotto, E.l.f. magnificence’s world chief advertising officer, informed the Enterprise of Vogue “clearly we’re very stunned,” on the destructive response.
“There’s a large hole between our intention and the way this missed the mark for some individuals… we all the time purpose to ship positivity, and this one didn’t.
“So we discover ourselves ready the place, fairly actually, that doesn’t really feel good for us.”
The agency issued a press release on Wednesday, which stated, “You realize us, we’re all the time listening and we’ve heard you.
“This marketing campaign aimed to humorously highlight magnificence injustice.
“We perceive we missed the mark with individuals we care about in our e.l.f. neighborhood.
“Whereas e.l.f.ino & schmarnes closes as we speak, we’ll proceed to make the case towards overpriced magnificence.”
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