The Context — Two Campaigns, Two Red Flags
The fallout from Sydney Sweeney’s American Eagle “great jeans” campaign could have been a valuable lesson. Instead, e.l.f. Cosmetics’ Matt Rife ad highlighted how little has changed in how brands manage influencer risk.
Sydney Sweeney + American Eagle
- American Eagle’s July 2025 “Sydney Sweeney Has Great Jeans” campaign played on a “genes/jeans” pun, which many found troubling. Read our founder’s comments to CNN here.
- While the campaign initially drove a 10–24% spike in stock value, it also sparked a steep decline in foot traffic — highlighting the revenue–reputation disconnect.The brand defended its intentions: “It is and always was about the jeans,” but critics called that tone-deaf. I say that would’ve been an excellent lead message, but came too little too late.
e.l.f. Cosmetics + Matt Rife
- On August 11, e.l.f. launched a spoof legal campaign featuring Matt Rife alongside Heidi N Closet — humorously advocating for affordable beauty.
- Rife’s past domestic violence joke from his Netflix special “Natural Selection” triggered swift backlash. Despite the outrage — amplified by beauty influencers — e.l.f.’s response of “we missed the mark” felt hollow, especially as the content remained accessible online.
The Common Thread: Predictable Backlash, Preventable Damage
These two misfires aren’t just about casting choices or quirky taglines. They underscore a deeper strategic gap: a failure to align marketing clarity with cultural credibility.
- Creative alignment ≠ values alignment. Just because a concept sounds clever doesn’t mean it’s safe. In both campaigns, brands prioritized buzz-style moments over cultural resonance.
- In today’s influencer-driven marketing landscape, where digital footprints live forever and screenshots travel at light speed, every campaign is a credibility test. A mismove doesn’t just spark chatter — it fractures trust.
Cultural Impact Should Come at the Outset
I’ve spent most of my career helping brands build clarity before the crisis — before the screenshots, before the apology posts, before the press frenzy.
We’re long past the point where brands can afford to invest in a campaign and then just “wait and see” what happens.
And for those who still think all PR is good PR, let me be clear: reputational damage is not a marketing strategy. If you want to be edgy, then roll with that. But to have your CMO come out and apologize afterward only proves there was no real strategy at all — just a gamble that backfired.
If you’re still treating cultural impact as a post‑launch concern, you’re not protecting your reputation — you’re gambling with it.
What Brands Can Do Differently
Vet for values, not just metrics. Someone’s reach or engagement stats don’t tell the full story. Dig deeper and find connections with the audience.
Install a cultural-impact filter. Make it a non-negotiable part of your campaign approval process — just like legal compliance, rather than a last-minute check or worse, an afterthought.
Trigger empathy-driven escalation. When warning bells ring — from influencers, community leaders, or internal advisors — address them meaningfully.
Involve diverse perspectives early. Creative teams must reflect the full spectrum of the public — or risk missing the blind spots that trigger backlash.
Plan for accountability, not excuses. If a campaign misfires, act with transparency, humility, and concrete actions — not vague statements.
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