Elf Cosmetics Under Fire: New Commercial with Matt Rife Sparks Consumer Boycott Calls

Elf Cosmetics Faces Backlash Over New Commercial Featuring Comedian Matt Rife Beauty brand Elf Cosmetics has found itself at the center of a social media storm following the release of its latest commercial, which features comedian Matt Rife. The advertisement, intended to promote the brand's products, has instead sparked widespread debate and criticism among consumers. Online reactions, exemplified by a viral video from user @anna_khajuria, show a clear divide. The video, titled "Elf new commercial," includes a clip from the advertisement followed by the creator discarding an Elf product, accompanied by the text "elf i use to love you." This sentiment is echoed in numerous comments, with users expressing disappointment and frustration over Elf's choice of spokesperson. One commenter questioned, "why did they pick Matt rife even? there's a billion different women out there." Another stated, "Someone explain to me why everyone is hating this, please, I’m from Argentina so the TEA is not getting here." The controversy appears to stem from recent criticisms directed at Matt Rife regarding his comedic style and past remarks, leading some consumers to re-evaluate their support for brands associated with him. Conversely, some users defended both Rife and Elf. "Matt rife is litterally a comedian, if people can’t take dark humor jokes then that’s a bit sad," read one comment. Another user remarked, "Gonna go buy me some elf tomorrow. Lighten up people." The varied responses highlight the ongoing discussion about celebrity endorsements and brand responsibility in the current social climate.

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