#cultural-insensitivity

#cultural-insensitivity

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.