E.L.F. Cosmetics launched a law-themed ad campaign featuring comedian Matt Rife and drag queen Heidi N Closet as "affordable beauty attorneys". The ad drew significant criticism as many perceived Rife's involvement, particularly after a domestic-violence joke he made, to contradict the brand's values. E.L.F. acknowledged the backlash and stated they had "missed the mark" while explaining the rationale behind hiring Rife. A pop-up event associated with the campaign attracted over 1,100 attendees, showing initial interest despite online protests from consumers.
"I know a thing or two about red flags... And pricey makeup? You deserve better than that." - Matt Rife, portraying an attorney in the E.L.F. Cosmetics ad campaign.
Many people online reacted negatively to E.L.F.'s choice to feature Rife after a controversial domestic-violence joke he made in his Netflix special.
"aaaaaaandddd you lost me... Matt Rife out of ALL people? so disappointed." - Nikkietutorials, a beauty influencer, expressing discontent with E.L.F.'s ad choice.
More than 1,100 people attended E.L.F.'s pop-up event that mirrored the ad's courthouse theme, indicating initial interest despite the controversy.
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