<\/p>\n
When e.l.f. Cosmetics ran a regional Super Bowl ad starring Jennifer Coolidge in 2023, beauty brands and sports weren\u2019t typically considered members of the same team.<\/p>\n
Almost two years later, that\u2019s starting to change, with more beauty and personal-care brands tapping into sports and leagues of all kinds, including the NFL and the Super Bowl. In 2024, the biggest football game of the year included ads from brands like CeraVe, NYX Professional Makeup, and e.l.f., which upped its regional buy to a national spot.<\/p>\n
Some marketers expect to see more from the category in the 2025 game. While e.l.f. hasn\u2019t announced any plans yet, the brand\u2019s Super Bowl ad last year came together in less than three weeks\u2014and Chief Brand Officer Laurie Lam said that \u201canything is still possible.\u201d<\/p>\n
Super Bowl or not, e.l.f. is sticking with sports marketing in the year to come, Lam said, including for its latest campaign, which is all about sports fandom.<\/p>\n
\u201cWhen you see the signals in there, you see that those proof points are working, you go in harder,\u201d Lam told Marketing Brew. \u201cYou\u2019ve got to walk the walk. You\u2019ve got to show up.\u201d<\/p>\n
In its latest campaign for Power Grip Primer that rolled out in late November, Lam said her team wanted to build on its work in sports while continuing with the message that its primers are \u201centertainingly sticky,\u201d which started in the regional Super Bowl ad where Coolidge gets a shower door stuck to her face. That ad generated more than 60 billion impressions and resulted in about a 90% increase in traffic to the e.l.f. website during the week it debuted, according to Lam.<\/p>\n
\u201cI thought to myself, \u2018Well, how the hell do I top sticking a shower door to her face?\u2019\u201d she said.<\/p>\n
The e.l.f. marketing team settled on the rituals, routines, and superstitions that often surround sports fandom, which resulted in \u201ceyes. lips. face. fandom,\u201d an ad starring actor Joey King as a superfan who never takes her team face paint off\u2014even when she\u2019s meeting the parents of her boyfriend, played by Lucien Laviscount, for the first time.<\/p>\n