“Rage bait,” internet shorthand for content made to provoke and monetize fury, has dominated ad industry headlines recently. Intentionally or not, brands have gotten consumers all riled up over the last few weeks.
First, there was American Eagle’s “Sydney Sweeney Has Great Jeans” campaign, which critics charged as “pro-eugenics.” Then came E.l.f Beauty’s partnership with comedian Matt Rife, reproached for making light of domestic violence in his 2023 Netflix comedy special. And a $48 face shapewear band from Kim Kardashian’s Skims, marketed by the star on Instagram as something to “snatch your little chinny chin chin,” also sparked a debate over selective beauty standards.