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One executive for makeup brand e.l.f. is trying to turn down the social media temperature after her company’s latest ad sparked outrage among users for starring stand-up comic Matt Rife.

In an interview with the outlet " Business of Fashion " (BOF), the beauty brand’s chief marketing officer, Kory Marchisotto, spoke about what went wrong with its ad with Rife, explaining that causing outrage was never their intention.

"Obviously, we’re very surprised," she said. "There is a big gap between our intention and how this missed the mark for some people… We always aim to deliver positivity, and this one didn’t."

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