e.l.f. Cosmetics will put its bestseller on the Spotlight in its first-ever national Super Bowl ad.
Its top-selling Halo Glow Liquid Filter, a $14 complexion booster, will take center stage in the beauty brand’s second Big Game ad.
The popular product, which sold one unit every four seconds in 2023, also boasts over 422 million TikTok views.
This marks a significant shift for the social media-savvy brand, which is better known for its online engagement rather than its linear advertising.
Zach Woods, who starred in the NBC sitcom “The Office” and the HBO series “Silicon Valley,” will direct his first-ever Super Bowl ad for e.l.f. Cosmetics.
In 2023, e.l.f. Cosmetics debuted in the Super Bowl with a regional commercial. It also had a high-profile director at the helm, Mike White of HBO’s popular black comedy “The White Lotus.”
Last year’s ad, which starred actress and comedian Jennifer Coolidge and focused on the brand’s Power Grip Primer, proved to be its most successful campaign.
The ad put a comic twist on the sticky feature of e.l.f.’s Power Grip Primer. It also capitalized on Coolidge’s viral interview at the 2023 Golden Globes, saying that her dream role was to play a dolphin.
According to NielsenIQ data, the campaign drove significant business growth and elevated the product as the top-selling stock-keeping unit (SKU) in the 2023 mass color cosmetics market.
e.l.f.'s national approach for this year’s Big Game reflects its growing ambition and desire to reach a wider audience.