When the video footage of Ray Rice knocking out his then-fiancée (and now wife), Janay Palmer, surfaced on Sept. 8, many NFL sponsors and partners faced a major problem — including Cover Girl, the “official beauty partner” of the NFL.
A year after its successful run with the league (the company launched a line of nail art called “Fanicures”), they decided to push it further with a series of “official team makeup looks.”
Ray and Janay addresses the media back in May. (Photo Credit: Getty)
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The brand came up with a different look for each team, including Ray’s former club, the Baltimore Ravens.
They advertised the looks with the motto “Get Your Game Face On” and even created its own special NFL Game Face website — which is far from appropriate today given the circumstances.
Now it appears Cover Girl is the latest brand rethinking their partnership, as said website no longer works.
The lead image [see above], which is a Cover Girl ad and altered by someone to be an anti-domestic violence message, had made its way on Twitter over the weekend. As it’s known, many women in domestic violence situations tend to cover up their bruises and injuries with makeup.
The original Cover Girl ad.
Paired with the hashtag #GoodellMustGo, in reference to the NFL’s commissioner, Roger Goodell [pictured below], the photo had gone viral.
Goodell has faced backlash due to the way he handled the Ray situation. In February, TMZ released the first footage of the athlete dragging Janay’s body out of an elevator after apparently knocking her out. In July, he was suspended from the first two games of the NFL 2014 season. Goodell said “he didn’t get it right” in deciding Ray’s punishment.
Photo Credit: Getty
Last week, TMZ released additional footage of the altercation, which showed he had knocked Janay out in the elevator. The NFL suspended him indefinitely.
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Goodell and the league have been accused of sweeping other domestic violence cases involving active players under the rug.
As Jezebel points out, Cover Girl’s campaign was still moving full steam ahead as of four days ago:
Behind the scenes at my @COVERGIRL shoot. Show me your #GAMEFACE pic.twitter.com/mJvG71xRnV— Erin Andrews (@ErinAndrews) September 10, 2014
Behind the scenes at my @COVERGIRL shoot. Show me your #GAMEFACE pic.twitter.com/mJvG71xRnV
As of today? Crickets.
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