E.L.F. Cosmetics faced consumer outrage after posting an ad featuring comedian Matt Rife, who previously made a joke about domestic violence that many found distasteful. Consumers felt the casting contradicted the brand's stated commitment to inclusion and expressed anger across social platforms, with several declaring they would stop buying the brand. E.L.F. acknowledged the outrage but left the ad in circulation, which intensified consumer frustration. Separately, Swatch posted an ad of a male Asian model pulling his eyelids back, prompting strong backlash in China where consumers viewed the image as racist and vowed to reject the brand.
Recently, consumers of cosmetics brand E.L.F. Cosmetics were upset because the brand posted an ad featuring comedian Matt Rife. In his Netflix special a few years ago, Rife made a joke about domestic violence that many women found distasteful. For consumers, seeing Rife in an ad with a brand they love and use - and one that is often touted for its commitment to inclusion felt like it was a betrayal of their brand values.
People had a lot of thoughts about the ad on social media. Some on Instagram responded, "And that's me not buying elf again." Another shared, "This is not it, poor choices. Lost another customer, and I hope you will think about your actions and pick better ones." Another customer on LinkedIn wrote, "I'm looking for a new liquid eyeliner recommendation."
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