Last February, E.l.f. Beauty made its first foray into Super Bowl advertising with a regional spot featuring “White Lotus” star Jennifer Coolidge. This year, the beauty brand is upping the stakes with a national spot with several stars of the moment (Suits cast members Gina Torres, Rick Hoffman and Sarah Rafferty; Jury Duty’s Ronald Gladden) as well as long-time favorites (Judge Judy), among others (influencers like Benny Drama).
The regional approach served as a way for E.l.f. Beauty to add TV to its marketing mix as well as “test and learn” what the Super Bowl could do for the brand, explained Patrick O’Keefe, vp of integrated marketing communications, adding that the brand’s spot last year spoke to an “underrepresented audience” in Big Game advertising. “So this [year] is our opportunity to show up loud and proud and give them entertainment because that’s what we do – we love to entertain and sell a few products along the way,” said O’Keefe. The first foray also helped the brand understand the rarity of the Super Bowl audience with 75% of the audience excited for the ads, explained O’Keefe.
E.l.f. Beauty isn’t alone in recognizing the potential of the Super Bowl for beauty brands. Last year, Fenty Beauty also joined in on reaching the Big Game audience. This year, meanwhile, L’Oreal’s NYX Cosmetics will make its debut with a spot featuring Cardi B; skincare brand CeraVe is taking to the Big Game stage for the first time with its own ad starring Michael Cera; Dove, meanwhile, will return after 18 years. Beauty as a category is starting to show up more at the Super Bowl to cater to the members of the audience who use their products.