02.09.23
e.l.f. Cosmetics is debuting its first-ever television commercial during the Super Bowl on Sunday February 12—and it will star actress Jennifer Coolidge and highlight e.l.f.’s clean, vegan, cruelty-free Power Grip Primer.
In a series of sticky situations, Jennifer will take viewers through her first experience with Power Grip Primer – playing on the “sticky, grippy power of Power Grip Primer.”
“The genesis for this campaign is our community who adore Power Grip Primer. They propelled it to the #1 Primer in the U.S.; coining it ‘Sticky AF’ and ‘makeup glue’,” explained Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “Once we realized the viral power of Power Grip Primer, the entertainment value of the stickiness, and how much fun our community was having with it, we knew it was time to lean in harder than ever before. The stars aligned to bring e.l.f. and Jennifer together at the intersection of pop culture magic and the virality of one of the hottest beauty products.”
“I've always been passionate about vegan and cruelty free beauty. Years ago, I studied makeup artistry and that really shaped my relationship with beauty," shared Jennifer Coolidge. “I adore e.l.f. Cosmetics' accessible, incredible products. Power Grip Primer works beautifully and makes my skin sticky, glowy and dewy in the best way possible! I truly enjoyed this collaborative experience with e.l.f."
The 30 second spot will stream nationally on the Fox Sports app and Fox NOW. It will also air on local owned and operated FOX networks in the New York, Los Angeles, Chicago, Dallas, Philadelphia, Atlanta, Houston, Washington, D.C., and San Francisco metro areas.
In a series of sticky situations, Jennifer will take viewers through her first experience with Power Grip Primer – playing on the “sticky, grippy power of Power Grip Primer.”
“The genesis for this campaign is our community who adore Power Grip Primer. They propelled it to the #1 Primer in the U.S.; coining it ‘Sticky AF’ and ‘makeup glue’,” explained Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “Once we realized the viral power of Power Grip Primer, the entertainment value of the stickiness, and how much fun our community was having with it, we knew it was time to lean in harder than ever before. The stars aligned to bring e.l.f. and Jennifer together at the intersection of pop culture magic and the virality of one of the hottest beauty products.”
“I've always been passionate about vegan and cruelty free beauty. Years ago, I studied makeup artistry and that really shaped my relationship with beauty," shared Jennifer Coolidge. “I adore e.l.f. Cosmetics' accessible, incredible products. Power Grip Primer works beautifully and makes my skin sticky, glowy and dewy in the best way possible! I truly enjoyed this collaborative experience with e.l.f."
The 30 second spot will stream nationally on the Fox Sports app and Fox NOW. It will also air on local owned and operated FOX networks in the New York, Los Angeles, Chicago, Dallas, Philadelphia, Atlanta, Houston, Washington, D.C., and San Francisco metro areas.