What Beauty Brands Can Learn From Super Bowl LVII
Photo Credit: NFL
A shift is happening, particularly amongst beauty brands who have primarily dominated digital-first platforms like TikTok and Instagram. From E.l.f Cosmetics to Fenty Beauty, many brands have turned to the third most-watched television program of all time, Super Bowl LVII, to create more buzz for their products. Today, we’re breaking down the shift brands are making back to traditional television and what this may mean for the future of beauty and lifestyle marketing.
E.l.f. Cosmetics, a popular American beauty brand based in Oakland California, has built buzz amongst millennials and Gen-Z audiences on TikTok for its musical ads, an endeavor proved difficult by many legacy beauty brands. Just before Rihanna graced the Super Bowl LVII half-time stage, a commercial aired featuring Jennifer Coolidge, award-winning actress in “The White Lotus”, applying e.l.f’s PowerGrip Primer - a fan favorite. Kory Marchisotte, E.l.f. chief marketing officer, noted that the brand’s goal is to get more eyeballs, stating that they were looking for a place where they can get mass reach and take on a bigger stage.
Business of Fashion notes that although “E.l.f. has built relevance with Gen-Z and millennials on social media, something that has evaded many heritage beauty brands, TV represents an opportunity for increasing relevance elsewhere.”
Soon after the commercial aired, Rihanna, one of the most talked performers took center stage. During the performance Rihanna not only featured her baby bump, but also her Fenty Beauty line. Midway through the performance Rihanna can be seen reapplying her makeup with Fenty’s Invisimatte Instant Setting & Blotting Powder between songs - an amazing product feature and placement.
Brands like Fenty and E.l.f Cosmetics shifting their focus to traditional media placements can give founders insight into how brands are broadening their awareness. Through television many beauty brands hope to reach a bigger audience and take out legacy competitors like Covergirl and Maybelline.