Beauty brands are facing backlash after featuring controversial comedians in their recent marketing efforts.
Elf Cosmetics launched a new advertisement on August 11, showcasing drag queen Heidin Closet as “Elfino” and comedian Matt Life as “Schmers.” These law-themed ads are part of their Super Bowl 2024 campaign, where the duo aims to shield clients from pricey beauty products.
Kory Marchisotto, the Chief Marketing Officer at Elf Beauty, commented on the advertisements, stating, “For 21 years, elves have been creating accessible beauty for everyone.” She went on to describe how the characters in the ads advocate for “beauty justice,” emphasizing their mission to provide high-quality products at a fair price.
Nonetheless, not everyone is on board with Matt Rife’s inclusion due to his controversial jokes about domestic violence in a 2023 Netflix special. In that special, he recounted an incident with a waitress that many found distasteful.
In response to the backlash, Rife took to Instagram, encouraging users to visit a site selling helmets for individuals with disabilities, which many found to be an inappropriate reaction.
Following the release of the Elf Cosmetics ads, critics were quick to express their discontent, arguing that the company is missing an opportunity to uplift beauty creators, especially those who don’t make light of serious issues. “It’s not about Matt Life; I really enjoy the brand, but his reputation is troubling,” one individual remarked.
Another wrote, “Did you even consider comedians who don’t joke about abuse?” This sentiment echoed across social media, with one user stating, “I can’t believe someone at Elf said we shouldn’t partner with anyone who jokes about domestic violence.”
Many loyal customers expressed their disillusionment, saying, “I’ve always loved your affordable products, but choosing Matt Life as a spokesperson makes it hard to continue supporting you. There are far better role models out there.”
Others commented on the disconnect between the brand and its audience, voicing skepticism about how a comedian who makes light of such serious topics could represent a beauty brand. One pointed out, “Did you hire someone who jokes about domestic violence to promote makeup? What’s next, a concealer for covering bruises?”
The backlash has left some questioning the brand’s understanding of its customer base, with commenters indicating it might be time to reassess their promotional choices. Elf Cosmetics has been contacted for further comments regarding this controversy.
