Comic Matt Rife not too long ago defended Sydney Sweeney after she spoke out concerning the response to her Dr. Squatch bathwater cleaning soap marketing campaign.
The actress, who collaborated with the model to launch a restricted version of cleaning soap bars, claimed that largely girls have been mad concerning the thought.
Now, whereas calling critics “rubbish losers,” Matt Rife took to X (previously Twitter) to sentence the backlash the actress has been going through previously few months.
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Matt Rife Slams On-line Hate Directed At Sydney Sweeney
Rife is stepping in to again Sweeney, however this time, it isn’t about her viral American Eagle marketing campaign. As a substitute, he is addressing the backlash surrounding her bathwater cleaning soap partnership.
On Friday night time, Rife jumped on X to react to Sweeney’s current remarks about being focused by girls on-line after her Dr. Squatch collaboration, a marketing campaign that sparked chatter when the model promoted cleaning soap supposedly made together with her bathwater.
Fed up with the negativity, Rife posted, “I hold seeing individuals mad at Sydney Sweeney for noooothing. She’s studying that the web is filled with absolute rubbish losers who will twist something you say right into a c-nty misinterpretation. Persons are terrible.”
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Notably, he averted addressing the separate firestorm surrounding Sweeney’s American Eagle advert, which drew accusations of racism and claims that the model had ties to Adolf Hitler.
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Followers Agree With The Comic’s Remarks About The Sydney Sweeney Hate On-line
Followers shortly chimed in underneath Rife’s publish to indicate assist for him and Sweeney.
One individual wrote, “Effectively stated, she undoubtedly deserves assist proper now.”
One other added: “They really are terrible. Sydney is a delight. Magnificence and brains, what’s to not love about her?!” one other stated.
A 3rd consumer identified, “The mad individuals are those who have been by no means going to assist or purchase what she was promoting, regardless. Ignore and hold doing her factor.”
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Matt Rife Stars In e.l.f. Cosmetics’ Authorized-Themed Marketing campaign With Heidi N Closet
Rife’s publish comes as he faces some controversy of his personal, most not too long ago tied to his partnership with make-up large e.l.f. Cosmetics.
Of their newest marketing campaign, Rife stars alongside drag performer Heidi N Closet in a unusual legal-themed spot the place the duo play “E.l.f.ino & Schmarnes,” defending shoppers towards overpriced magnificence merchandise. The spot builds on e.l.f. ‘s 2024 Tremendous Bowl industrial.
Kory Marchisotto, e.l.f. Magnificence’s Chief Advertising Officer defined the imaginative and prescient behind the marketing campaign: “For 21 years, e.l.f. has been making the perfect of magnificence accessible to each eye, lip, and face. From ‘Beauty Criminals’ to ‘Decide Magnificence’ to the regulation places of work of ‘e.l.f.ino and schmarnes’, we stand with our neighborhood in favor of magnificence justice.”
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She added: “Our vigorous protection is high-quality magnificence with out compromise – to your pockets or your values. That is the e.l.f.ing approach.”
The Comic Got here Beneath Hearth For His Previous Home Violence Joke After The Make-up Advert
Many individuals weren’t thrilled to see Rife featured within the e.l.f. Marketing campaign, pointing again to his controversial previous. The comic got here underneath hearth in 2023 for a home violence joke included in his Netflix particular, “Pure Choice.”
As reported by The Blast, within the particular, Rife recounted an interplay with a waitress who had a black eye, joking, “My boy, who I used to be with, was like, ‘Yeah, I really feel unhealthy for her, man, I really feel like they need to put her within the kitchen or one thing the place no person has to see her face.’ And I used to be like, ‘Yeah, however I really feel like if she might prepare dinner, she would not have that black eye.'”
The bit sparked widespread backlash, with many condemning him for making gentle of abuse.
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His response solely added gasoline to the hearth, as, as a substitute of apologizing, Rife posted an Instagram story with a hyperlink he informed critics to click on on to “clear up their difficulty.” The hyperlink redirected customers to a web site promoting helmets for individuals with disabilities.
e.l.f. Faces Backlash And Boycott Calls Over Matt Rife Marketing campaign, Points Public Apology
The backlash over Rife’s position in e.l.f. ‘s marketing campaign shortly snowballed into boycott calls throughout social media, with magnificence influencers, together with some who beforehand collaborated with e.l.f., taking the lead.
A number of even filmed themselves tossing their e.l.f. merchandise in protest.
Creators reminiscent of James Welsh, Katie Raymond, Jillie Clark, and Nikkie de Jager spoke out towards the model’s resolution to work with Rife, publicly withdrawing their assist and urging followers to rethink shopping for from the corporate.
In response, e.l.f. issued an apology on August 15, addressing the criticism straight.
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“You already know us, we’re at all times listening, and we have heard you. This marketing campaign aimed to humorously highlight the fantastic thing about injustice,” the apology learn. “We perceive we missed the mark with individuals we care about in our e.l.f. neighborhood. Whereas e.l.f.ino & schmarnes closes in the present day, we’ll proceed to make the case towards overpriced magnificence.”
