When Humor Backfires: What DG Marketing Would’ve Done Differently with the E.l.f. × Matt Rife Campaign
- DeAndra Giselle
- Aug 16, 2025
- 3 min read
Introduction
In early August, E.l.f. Cosmetics launched a tongue-in-cheek campaign—“e.l.f.ino & Schmarnes”—featuring comedian Matt Rife and drag star Heidi N. Closet as parody lawyers fighting “overpriced beauty.” The intent? A playful call to justice for value-conscious beauty lovers. But online reaction quickly turned from chuckles to outrage. Critics highlighted Rife’s 2023 joke about domestic violence, seeing the campaign as tone-deaf and misaligned with E.l.f.’s pro-women values (The Sun).
Where Did It Go Wrong?
Poor Talent Fit: Matt Rife brings TikTok star power—80% of his followers are female and 75% are Gen Z, a demographic E.l.f. heavily targets (Business of Fashion). Yet his controversial past remarks overshadowed the humor, alienating core fans.
Ignoring Brand Values: E.l.f. has carved out a reputation championing inclusivity and empowerment. Pairing with a comedian known for insensitive jokes felt off-brand to many.
Lack of Pre-Screening: The brand admitted to prioritizing real-time relevance over reputational vetting (Adweek). The gap between intent and impact was glaring.
What Could DG Have Done Differently?
Rigorous Vetting Process: For any spokesperson, especially comedians, DG would require a “values alignment audit.” Past content, audience impact, and public perception aren’t optional.
Focus-Test with Loyal Fans: Before full rollout, a soft launch to a small segment of the brand’s most engaged audience (say, loyalty members) would reveal red flags early.
Choose Safer, Audience-Approved Talent: A rising star with a clean record, or even a hero from within E.l.f.’s community, could embody brand spirit without controversy.
Contextualize the Humor: Instead of broad parody, anchor the narrative in real user stories—“I saved $20 on foundation,” or “I can afford self-care without breaking the bank.” Humor stays light but empathetic.
Transparent Messaging Around Pricing: E.l.f. had recently raised prices by $1, citing inflation and tariffs—a fact absent from the campaign narrative (Adweek). DG would weave that into the story: “Here’s how we fight inflation—not just with jokes, but with smarter pricing.”
Is Rife Even Aligned with E.l.f.’s Audience?
On paper, yes—his TikTok demographics match the brand’s. But alignment isn’t just stats; it’s emotional resonance. Many fans saw domestic violence jokes as incompatible with E.l.f.’s empowerment-driven community. As one critic summarized: “Matt Rife? The guy who jokes about DV? In an ad targeted to women?” (Fox News).
Ultimately, the mismatch between talent reputation and audience values proved this campaign was not on par with E.l.f.’s community.
Final Take: What DG Would’ve Signed Off On
Talent: Someone funny and respectful—possibly a female comedian or activist with a proven uplifting track record.
Creative Pillar: Humor rooted in empathy—not mocking expensive products, but celebrating how real people stretch their beauty budgets.
Campaign Tone: Bold, yes—but also inclusive, affirming, and transparent about the brand’s own pricing.
Rollout Strategy: Circle-in core fans first, adjust based on feedback, then expand. If backlash arose, pivot quickly with an empathetic tone, not just corrections.
Conclusion
E.l.f.’s campaign wasn’t bad creative. It was bold, snappy, and on paper, clever. But bold marketing doesn’t mean reckless. At DG Marketing & Consulting, we believe edge should be tempered with empathy, hype with heart. Because in today’s social media ecosystem, authentic alignment matters more than viral, yet volatile, visibility.
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