E.L.F., EOS, and Dove Triumph in Beauty Market Comeback

As the Super Bowl approaches, beauty brands are seizing the opportunity to engage with a massive audience. E.L.F., EOS, and Dove are making their mark with unique campaigns aimed at capturing viewers’ attention during this high-stakes event.

E.L.F. Embraces Culture and Humor

E.L.F. Cosmetics is set to make waves this year with its creative campaign featuring actress Melissa McCarthy. The advertisement, titled “Melisa,” parodies telenovelas, connecting with a significant portion of its audience. According to CivicScience research, 62% of U.S. women aged 18 and older plan to watch the Super Bowl, providing an ideal backdrop for E.L.F.’s marketing.

• The ad includes a storyline where McCarthy learns Spanish through the Glow Reviver Lip Oil.
• It features telenovela star Itatí Cantoral, enhancing its cultural relevance.
• A collaboration with Duolingo offers E.L.F. loyalty members free access to language learning.
• This approach aims to engage the 18% of E.L.F.’s buyers who identify as Latinx.

Kory Marchisotto, E.L.F.’s Chief Marketing Officer, emphasized the brand’s commitment to celebrating Latin cultures during this “impactful cultural moment.” The campaign will be visible on Peacock during the Super Bowl, marking E.L.F.’s fourth consecutive year in this prominent advertising slot.

EOS Takes a Humorous Approach

This year, EOS also aims to entertain viewers, following last year’s successful strategy. The brand features comedian Mikey Day in an ad that humorously riffs on the “Is it Cake?” trend. The focus is on EOS’s pistachio-scented Cashmere Body Mist, creating intrigue among potential customers.

• The EOS campaign includes humorous 30- and 15-second spots.
• It will air in over 20 markets, significantly expanding its reach from nine markets last year.
• The agency Mischief @ No Fixed Address spearheads the campaign, themed “These Scents Eat.”

Dove Focuses on Confidence

Dove continues its longstanding mission to promote self-esteem among young girls. Their latest advertisement, “The Game Is Ours,” aims to combat statistics showing that 50% of girls drop out of sports by age 14 due to body confidence issues. This marks Dove’s third consecutive year advertising during the Super Bowl, signifying a strong commitment to their brand values.

The ad is part of the Dove Self-Esteem Project and is scheduled to air in the second quarter of the game, aiming to inspire girls to continue their participation in sports and physical activities.

Conclusion

The Super Bowl offers a unique platform for brands like E.L.F., EOS, and Dove to connect with audiences. Each brand’s approach reflects a blend of humor, cultural relevance, and empowering messages, making it an exciting aspect of the upcoming broadcast.