This week we’re getting into the psychology, strategy, and *alleged* manipulation tactics of E.L.F. Cosmetic’s latest beauty campaign featuring *womp womp* Matt Rife. Come bare faced or use a good setting spray because the communal Schauer is hot this week and methods to conceal will be tested and removed.

My Substack: https://substack.com/@sarahschauer?utm_source=user-menu

Resources:
Flow - Mihaly Csikszemtmihalyi

The Science of Revenge - James Kimmel, Jr. JD

How Emotions Are Made - Lisa Feldman Barrett

Between Us: How Cultures Create Emotions - Batja Mesquita

Lying: Moral Choice in Public and Private Life - Sissela Bok

Bargaining for Advantage: Negotiation Strategies for Reasonable People - G. Richard Shell

Why It’s So Hard to Ask for Help

https://www.psychologytoday.com/us/blog/passion/202308/why-its-so-hard-to-ask-for-help

Exclusive: The Story Behind ELF’s Controversial Matt Rife Campaign

https://www.businessoffashion.com/articles/beauty/exclusive-the-story-behind-elfs-controversial-matt-rife-campaign/

Paltering

https://en.wikipedia.org/wiki/Paltering

Evidence of paltering

https://www.businessoffashion.com/articles/beauty/exclusive-the-story-behind-elfs-controversial-matt-rife-campaign/

Who does nostalgia speak to?

https://www.kantar.com/inspiration/advertising-media/take-me-back-the-power-of-nostalgia-in-advertising

Elf Cosmetics Puts Beauty Prices on Trial After Raising Its Own

https://www.adweek.com/brand-marketing/elf-cosmetics-puts-beauty-prices-on-trial-after-raising-its-own/

ELF Beauty Announces Definitive Agreement to Acquire rhode in $1 Billion Deal

https://www.businesswire.com/news/home/20250528613364/en/e.l.f.-Beauty-Announces-Definitive-Agreement-to-Acquire-rhode-in-%241-Billion-Deal

Jester’s Privilege

https://ludwig.guru/blog/the-jesters-privilege-or-the-power-of-being-unheard/

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