In the fast-paced world of cosmetics, e.l.f. has made its mark with innovative products and bold marketing strategies. Their recent Super Bowl comeback is a testament to their ability to captivate audiences and drive sales. In this article, we’ll take a closer look at e.l.f.’s journey to success, their viral products, and their creative approach to advertising.
e.l.f.’s Super Bowl Success
e.l.f. Cosmetics made a splash during their first Super Bowl appearance in 2023 with their ad titled “eyes.lips.face.sticky.” Inspired by a viral clip of actress Jennifer Coolidge expressing her dream of playing a dolphin, the commercial showcased the sticky texture of e.l.f.’s Power Grip Primer. Co-written and directed by Coolidge’s collaborator Mike White, the ad garnered attention and propelled the primer to become the number-one SKU in mass color cosmetics for 2023, according to NielsenIQ data.
Building on the success of their first Super Bowl ad, e.l.f. Cosmetics is set to return to the Big Game with a new commercial featuring one of their most viral products: the Halo Glow Liquid Filter. This complexion booster gained fame on TikTok, with over 422 million views and becoming e.l.f.’s top-selling product of 2023, with an estimated one sold every four seconds. The 30-second spot, titled “eyes.lips.facts,” will be directed by Zach Woods, known for his roles in HBO series Silicon Valley and NBC sitcom The Office.
The Creative Collaborators
e.l.f. Cosmetics has consistently partnered with talented individuals who bring their creative vision to life. For their first Super Bowl ad, Mike White, the Emmy Award-winning writer and director, worked closely with Jennifer Coolidge to create a memorable and sticky commercial. This collaboration not only boosted e.l.f.’s business but also led to a continued partnership with Coolidge, who later inspired a limited-edition lip collection named after her dream shade, Dirty Pillows.
For their upcoming Super Bowl ad, e.l.f. enlisted the expertise of Zach Woods. Known for his comedic roles, Woods brings a fresh perspective and playful energy to the project. As a first-time director for a Super Bowl ad, Woods expressed his admiration for e.l.f.’s fearless and joyful approach, highlighting their ability to reimagine entertainment.
The Creative Process
Behind every successful ad campaign is a team of creative minds working together to conceptualize, cast, and script the commercial. For e.l.f. Cosmetics, their long-time creative agency, Shadow, played a crucial role in bringing their Super Bowl ads to life. With a keen understanding of e.l.f.’s brand voice and target audience, Shadow ensures that each commercial resonates with viewers and aligns with e.l.f.’s overarching marketing strategy.
Alongside the creative agency, e.l.f. also works with production companies and digital agencies to execute their vision. Imposter, the production company for the “eyes.lips.face.sticky” ad, brought their expertise in capturing visually stunning and engaging content. Tinuiti, e.l.f.’s digital agency of record, oversaw the paid media strategy and planning, ensuring maximum visibility and reach for the Super Bowl ads.
The Impact of Super Bowl Advertising
The Super Bowl is known for its massive viewership and the opportunity for brands to make a lasting impression on millions of viewers. For e.l.f. Cosmetics, their Super Bowl ads have not only increased brand awareness but have also driven sales and propelled specific products to new heights. The viral nature of their commercials, coupled with the star power of Jennifer Coolidge and now the direction of Zach Woods, has captured the attention of audiences worldwide.
According to Kory Marchisotto, the Chief Marketing Officer of e.l.f. Beauty, the Big Game provides a unique opportunity to showcase the brand’s commitment to inclusivity and the belief that beauty belongs everywhere. By tapping into cultural moments and leveraging the power of storytelling, e.l.f. is able to engage with their audience and create a lasting impact.
Looking Ahead
As e.l.f. Cosmetics prepares for their second Super Bowl appearance, anticipation is high for what they have in store. With their track record of viral success and their ability to adapt to the ever-changing landscape of social media and pop culture, e.l.f. is poised to continue making waves in the beauty industry.
Stay tuned for their Super Bowl commercial on February 11th, and witness how e.l.f. Cosmetics reimagines entertainment “the e.l.f. way” – built at the speed of culture and driven by fearless creativity.
See first source: Adweek
FAQ
1. What was e.l.f. Cosmetics’ Super Bowl ad in 2023?
e.l.f. Cosmetics’ Super Bowl ad in 2023 was titled “eyes.lips.face.sticky.” It featured Jennifer Coolidge and showcased the sticky texture of e.l.f.’s Power Grip Primer.
2. Who co-wrote and directed e.l.f.’s first Super Bowl ad?
The ad was co-written and directed by Mike White, known for his Emmy Award-winning work and collaboration with Jennifer Coolidge.
3. How did e.l.f.’s first Super Bowl ad impact their business?
The ad propelled e.l.f.’s Power Grip Primer to become the number-one SKU in mass color cosmetics for 2023, according to NielsenIQ data.
4. What viral product will e.l.f. feature in their upcoming Super Bowl ad?
e.l.f. Cosmetics will feature the Halo Glow Liquid Filter, which gained fame on TikTok with over 422 million views and became their top-selling product of 2023.
5. Who will direct e.l.f.’s upcoming Super Bowl ad?
Zach Woods, known for his roles in HBO’s Silicon Valley and NBC’s The Office, will direct e.l.f.’s upcoming Super Bowl ad.
6. How does e.l.f. Cosmetics choose creative collaborators for their ads?
e.l.f. consistently partners with talented individuals who bring their creative vision to life. For their Super Bowl ads, they collaborated with Mike White and Zach Woods.
7. What role does e.l.f.’s creative agency, Shadow, play in their Super Bowl ads?
Shadow, their creative agency, plays a crucial role in conceptualizing, casting, and scripting the commercials, ensuring they align with e.l.f.’s brand voice and marketing strategy.
8. Which production company worked on e.l.f.’s “eyes.lips.face.sticky” ad?
Imposter, the production company, worked on the “eyes.lips.face.sticky” ad, capturing visually stunning and engaging content.
9. How has Super Bowl advertising impacted e.l.f. Cosmetics?
Super Bowl ads have increased brand awareness, driven sales, and propelled specific products to new heights for e.l.f. Cosmetics.
10. What is e.l.f. Cosmetics’ approach to Super Bowl advertising?
e.l.f. Cosmetics leverages cultural moments, storytelling, and fearless creativity to engage with their audience and create a lasting impact during the Super Bowl.
Featured Image Credit: Photo by Andrea Castro; Unsplash – Thank you!
