The brand makes its case that beauty belongs e.l.f.ing everywhere with new national TV spot
The verdict is in: In e.l.f. we trust. Culture-shaper and bold-disruptor e.l.f. Cosmetics is heading to court on Sunday, 11th February, 2024, kicking off its most entertaining moment yet with its TV spot, “Judge Beauty.”
The Big Game is one of the biggest moments that brings together global audiences each year and e.l.f. will be there with its community, reflecting its mission to serve every eye, lip and face. Last year, nearly half of the viewers were women*, and in e.l.f.’s spirit of inclusivity, it’s returning to the Big Game with an inclusive star-studded team.
e.l.f. provides the ultimate verdict: We object to overpriced makeup.
To create this world of lustrous justice, e.l.f. mashed up some of entertainment’s most bingeable franchises, storylines, and creators to make the case that beauty belongs in every e.l.f.ing touchpoint of entertainment.
“Here are the eyes.lips.facts: Culture and community are what drive us down the field every time. What e.l.f. illuminates at the Big Game is what our community cares most about, serving value with values,” says Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “We’re leaning into the true diversity of the Big Game and carving a path that proves beauty not only belongs there, but everywhere. Our community trusts us to put them at the centre of the conversation, and this campaign is going to do just that.”
Set in e.l.f. Court, the highest court in the land for crimes committed against the eyes, lips and face, the spot features an iconic and inclusive cast of cultural figures, including judicial icon and Amazon Freevee’s “Judy Justice” star Judge Judy Sheindlin as Judge Beauty. Ruling in favour of affordable and cruelty-free cosmetics, Judge Beauty sets a precedent for the world to use Halo Glow Liquid Filter in the name of value and good judgment.
“Doing a Big Game commercial has been on my bucket list for ages,” says Judge Judy Sheindlin, who is making her commercial and Big Game Debut with e.l.f. Cosmetics. “The trick was finding the right brand partner. So when I tried the products and liked them, it was the perfect fit! It’s just foolishness to spend a fortune on makeup when e.l.f. does the job so exquisitely.”
The spot’s product star is e.l.f.’s Halo Glow Liquid Filter, the £15 glowy complexion booster and viral fanfavourite. This radiant makeup-meets-skincare hybrid has quickly become one of the brand’s holiest grails to date with one unit sold every four seconds,** making it e.l.f.’s best-selling product of 2023.***
This is e.l.f.’s second commercial at the Big Game. Power Grip Primer starred in the brand’s eyes.lips.face.sticky. spot at the 2023 Big Game on its way to becoming the No.1 SKU in mass cosmetics.****
*Source: Nielsen**Source: Based on internal e.l.f. estimates of annual unit sales for 2023***Source: Based on internal estimates of annual dollar sales for 2023****Source: NielsenIQ, xAOC, Cosmetics = Cosmetics, Cosmetics Accessories, Nail (L52WE 12/30/23)