e.l.f. Cosmetics has apologised for “missing the mark” with a new campaign featuring comedian, actor and author Matt Rife.
Fans of the brand had called out the drugstore beauty brand’s casting of Rife in its latest satirical and legal-themed campaign ‘e.l.f.ino & Schmarnes’,
Rife appeared as ‘schmarnes’ alongside drag queen Heidi N Closet as ‘e.l.f.ino’ – a fictional legal duo leading an investigation into beauty pricing issues, arguing against overpriced make-up.
The comedian caused controversy after making a joke about domestic violence in his 2023 Netflix special Natural Selection.
A video featuring the pair in the campaign was published by the beauty brand on Instagram on Monday 11 August and a day later on TikTok, but was swiftly hit by a social media backlash.
e.l.f. Cosmetics has since apologised for the “mis-step” and has now ended the campaign.
“You know us, we are always listening and we have heard you,” the company said in an Instagram and TikTok post on 14 August,
“This campaign aimed to humorously spotlight beauty injustice.
“We understand we missed the mark with people we care about in our e.l.f. Community.
“While e.l.f.ino and Schmarnes closes today, we will continue to make the case against overpriced beauty.”
The brand stopped short of removing the original post featuring Rife, however, leading to further criticism.
Replying to the Instagram apology, social media user Grace Amaku (@grace_africa) said: “Words over actions pls take that post down.
“I know it cost a lot of money but this is the price to pay if you truly care about your community.
“I’m literally trying to help”
Micaela Davis (@micaelaladavisbeauty) commented on the same platform: “I’m sorry but this is a non apology?
“What exactly is e.l.f going to do other than say you missed the mark?
“Now would be a good time to donate to and highlight organisations that support DV survivors.”
Tranna Wintour (@trannawintour) responded on Instagram: “Are you seriously trying to add humour to your apology?
“Take down the original ads from all platforms. How tone deaf can you be?”
Cosmetics Business has contacted e.l.f. Beauty, the owner of e.l.f. Cosmetics, for comment.
Initial social media reactions to e.l.f. Cosmetics’ ‘e.l.f.ino & Schmarnes’ campaign
Social media was quick to react to the campaign, with thousands of commenters calling out the use of Rife after he made a controversial joke about domestic violence.
Commenting on the video on TikTok video, user Nikkie de Jager (@nikkietutorials) said: “Aaaaaaandddd you lost me... Matt Rife out of ALL people? So disappointed.”
Victoria Rose (@thevivirose) said on Instagram: “Matt Rife? The guy who jokes about DV [domestic violence]? In an ad targeted to women? That is, um. A choice.”
Bri Stein (@annaquartzartist) on Instagram commented: “There are 4.01 billion women on this planet and you chose a straight white male who jokes about abusing women, does not wear make-up, for this ad campaign?
“Come on @elfcosmetics. The intentional ignorance of creating chaos- based marketing is crazy.”\
Beauty content creator Khollywood (@bestieverhad112) on Instagram said: “As a survivor of domestic violence, I am appalled that you would choose Matt Rife for this campaign.
“Especially the fact that your demographic is heavily invested in women.
“And the fact that you have not removed this, looks even worse.
“I do not know if I could stay a consumer of yours…”
Related content:
-
Sephora ‘reviewing’ social media backlash against Huda Beauty
-
Dove responds to TikTok backlash after limited edition product turns out to be packaging only
-
Dr. Squatch sparks backlash after launching Sydney Sweeney bathwater soap
- Slate Brands’ first AI fragrance influencer sparks #perfumetok backlash