Makeup Brand Faces Backlash Over Controversial Ad
A marketing executive from a well-known makeup brand is attempting to manage the situation on social media after their recent ads stirred up controversy. The ads featured comic Matt Rife, and many users reacted negatively to the brand’s decision to collaborate with him.
Cory Marquizotto, the chief marketing officer, spoke with Business of Business about the fallout, admitting the brand did not expect such a reaction. “We were definitely taken aback,” she noted. “There seems to be a disconnect between our intentions and how it was received by some people. We aim for positivity, and it seems we missed that goal this time.” She added, “I had to acknowledge we were in a tough spot.”
Last week, the cosmetics brand launched ads on major social media platforms, showcasing Rife alongside the drag queen duo “Elfino & Schmers.” However, the commercial garnered significant criticism, particularly from beauty and fashion influencers who were upset with ELF’s choice to employ Rife. Critics pointed to his previous jokes about domestic violence made during his stand-up special, “Natural Selection.”
In that special, Rife told a story about a waitress with bruises while dining with friends, suggesting it was better for her to work in the kitchen to avoid customer inquiries. His joke raised eyebrows, to say the least.
Alongside the backlash, a link was posted that led users to a site offering helmets for special needs, presumably as a misguided attempt at humor. Influencer Nikkietutorials, with nearly 9 million followers on TikTok, publicly criticized the new ads. Other users joined in, with TikTok personality Maddie Lucy Dunn emphasizing Rife’s contentious joke in her comments.
In response to the uproar, the beauty brand released a statement last Wednesday, admitting that working with Rife was a misstep. “We’ve always aimed to listen to our community, and we recognize that this particular campaign didn’t resonate the way we intended,” the company said.
Marquizotto explained that ELF’s decision to partner with Rife hinged on his viewership demographics—80% of his TikTok audience is female, with a significant portion under 34, which aligns with the brand’s target market. She mentioned that audience engagement had previously been positive, which made the brand feel more secure in their choices.
Reflecting on the current environment, she emphasized that for fast-paced marketing, it’s crucial to stay in tune with cultural shifts. “Being effective in real-time marketing means looking forward, not back,” she stated. Rife has yet to comment on the situation.
