e.l.f. Cosmetics, is set to make an appearance at The Superbowl on 11th February 2024, securing a 30-second national spot on the CBS Network. The cosmetics brand is preparing to spotlight its popular Halo Glow Liquid Filter.
The Halo Glow Liquid Filter has emerged as e.l.f.’s hero product, claiming the title of the #1 selling product of 2023*. Selling 1 product every 4 seconds at £14 **, this glowy complexion booster has become a viral, accumulating over 422 million views on TikTok. The accompanying commercial for the Halo Glow Liquid Filter was directed by Zach Woods, renowned for his roles on HBO’s ‘Silicon Valley’ and NBC’s sitcom ‘The Office.’ This infomercial was created by SHADOW, e.l.f. Beauty’s marketing and communications agency, and produced by Imposter. The planning for the paid media campaign was Tinuiti, e.l.f’s Beauty’s digital agency of record.
This marks e.l.f. Cosmetics’ second appearance at The Big Game, following debut in the previous year. The brand’s commercial featured Jennifer Coolidge, showcasing the Power Grip Primer (watch here). Directed by Mike White, the spot meant that the primer went to the #1 SKU in mass colour cosmetics for 2023***, through its national spot at The Big Game commercial break.
Learn more by visiting www.elfcosmetics.co.uk
***Source: NielsenIQ, xAOC, Cosmetics = Cosmetics, Cosmetics Accessories, Nail (L52WE 12/30/23)
