02.07.24
E.l.f. Cosmetics will debut its new campaign during this year’s Super Bowl LVIII. Set in "e.l.f. Court," the commercial stars Amazon Freevee's "Judy Justine," Judge Judy Sheindlin, as "Judge Beauty"—along with the cast of "Suits."
The commercial will showcase e.l.f.’s Halo Glow Liquid Filler, the brand’s glowy completion booster and e.l.f.’s best-selling product of 2023.
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 center of the conversation, and this campaign is going to do just that."
Following last year’s Super Bowl commercial with actress Jennifer Coolidge, this year’s ‘In e.l.f. We Trust’ campaign voices the brand’s objections to visual judgment based on a person’s beauty.
Also in the spot are:
The spot was creatively conceptualized, cast, and scripted by SHADOW, e.l.f. Beauty's long-term creative marketing and communications agency. The production was led by Imposter, and the paid media strategy and planning was prepared by performance marketing firm Tinuiti, e.l.f. Beauty's digital agency of record.
Brian Vaughan, Executive Creative Director and Partner, SHADOW, comments, "The creative premise behind 'Judge Beauty' was inspired by a basic brand truth: e.l.f. would never judge a person's beauty, but it does object—and loudly—to obsolete industry norms, like the idea you have to spend a fortune for great quality."
He continues, "We brought that simple but sincere kernel to life through an unconventional casting approach, a script dripping in satire, and, as always, the community-driven product insights that consistently anchor our work with e.l.f."
E.l.f. also launched limited-edition merchandise including IN E.L.F. WE TRUST Sweatshirt and Tee, EYES. LIPS. FACTS. Beauty Pouch, Gloss Glow & Go Bundle, Glow Retriever Lip Oil, Power Grip Primer, Lash XTENDR Mascara and Suntouchable All Set for Sun SPF 45.
E.l.f. also released its first shopping experience for Apple Vision Pro with its “your best e.l.f” campaign.
Last year Rhianna’s Fenty Beauty released new products in time for the Big Game allowing pordcut sales to skyrocket.
The commercial will showcase e.l.f.’s Halo Glow Liquid Filler, the brand’s glowy completion booster and e.l.f.’s best-selling product of 2023.
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 center of the conversation, and this campaign is going to do just that."
Following last year’s Super Bowl commercial with actress Jennifer Coolidge, this year’s ‘In e.l.f. We Trust’ campaign voices the brand’s objections to visual judgment based on a person’s beauty.
E.l.f.'s Commercial Also Stars the Cast of 'Suits'—& Others
Joining Judge Judy Sheindlin for this year's commercial are some of the stars of "Suits"— Rick Hoffman, Gina Torres, and Sarah Rafferty.Also in the spot are:
- Heidi N Closet, of Rupaul's Drag Race
- Meghan Trainor, singer
- Ronald Gladden, of "Jury Duty"
- Sarah Rose, of "Judy Justice"
- Emmanuel Acho, former NFL linebacker and television host
- Benito Skinner, comedian
The spot was creatively conceptualized, cast, and scripted by SHADOW, e.l.f. Beauty's long-term creative marketing and communications agency. The production was led by Imposter, and the paid media strategy and planning was prepared by performance marketing firm Tinuiti, e.l.f. Beauty's digital agency of record.
Brian Vaughan, Executive Creative Director and Partner, SHADOW, comments, "The creative premise behind 'Judge Beauty' was inspired by a basic brand truth: e.l.f. would never judge a person's beauty, but it does object—and loudly—to obsolete industry norms, like the idea you have to spend a fortune for great quality."
He continues, "We brought that simple but sincere kernel to life through an unconventional casting approach, a script dripping in satire, and, as always, the community-driven product insights that consistently anchor our work with e.l.f."
E.l.f. also launched limited-edition merchandise including IN E.L.F. WE TRUST Sweatshirt and Tee, EYES. LIPS. FACTS. Beauty Pouch, Gloss Glow & Go Bundle, Glow Retriever Lip Oil, Power Grip Primer, Lash XTENDR Mascara and Suntouchable All Set for Sun SPF 45.
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NYX also debuts its first Super Bowl commercial with Cardi B, and Fireball Whiskey enters the cosmetic industry with its first-ever Taylor Swift-inspired Cinnamon Delight Red lipstick.E.l.f. also released its first shopping experience for Apple Vision Pro with its “your best e.l.f” campaign.
Last year Rhianna’s Fenty Beauty released new products in time for the Big Game allowing pordcut sales to skyrocket.
