The e.l.f. cosmetics brand launched a new ad campaign featuring comedian Matt Rife, which received negative reactions due to his past jokes related to domestic violence. Critics pointed out a specific instance from Rife's Netflix special where he joked about domestic violence. The ad features Rife as a fictional injury lawyer named 'E.l.f.ino.' Despite the commercial's humorous tone, many viewers found it inappropriate, leading to public backlash and some influencers boycotting the brand. Conversely, Rife's fans supported him on social media.
The ad campaign by e.l.f. featuring comedian Matt Rife faced backlash due to his past jokes about domestic violence, prompting critical comments from viewers, including beauty influencers.
Rife portrays a fictional injury lawyer named 'E.l.f.ino' in the advertisement, which references the iconic Cellino & Barnes law firm commercials, but the humor fell flat with many fans.
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