Super Bowl adverts 2023: e.l.f. Beauty taps White Lotus star Jennifer Coolidge for campaign

By Amanda Pauley | Published: 6-Feb-2023

The actress showcases the 'stickiness' of e.l.f. Beauty's viral Power Grip Primer in the brand’s first-ever television advert

White Lotus star Jennifer Coolidge is the face of e.l.f. Beauty’s Super Bowl TV campaign, which airs on 12 February.

The award-winning actress features in the fast beauty brand’s first-ever television advert at the American football championship. 

The 30-second slot will focus on its best-selling Power Grip Primer, which customers say is “sticky AF”.

In the teaser clip, Coolidge takes viewers through her experience of applying the product with comedic wit.

Post-application, she compares her skin to being dolphin-like, claiming: “Oh my gosh, I look like I came from the sea.

“I look like a dolphin, like a baby dolphin.”

She highlights the product’s gel formula and strong hold. 

Kory Marchisotto, CMO at e.l.f. Beauty, said: “Once we realised 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. Beauty and Jennifer together at the intersection of pop culture magic.” 

Coolidge agreed to take part in the advert because she “adores” the brand.

“Power Grip Primer works beautifully and makes my skin sticky, glowy and dewy in the best possible way,” she said.

“I have always been passionate about vegan and cruelty-free beauty.”

Power Grip Primer was the top selling face primer in the US last year, according to data from industry analyst The NPD Group.  

e.l.f. Beauty’s first-ever advert is expected to premiere during the second quarter of the game.

The script was co-written by creative agency Shadow and Mike White, who created HBO’s award-winning comedy-drama series The White Lotus.

American film director Maggie Carey and comedian Neal Brennan co-directed the campaign.

The drugstore beauty brand has also bought a national spot for streaming on the Fox Sports App and Fox Now.

What other beauty campaigns are running for the Super Bowl?

Singer and founder of Fenty Beauty Rihanna will headline the half-time show. 

To coincide with her performance, the LVMH co-owned brand has created a limited edition American football-inspired cosmetics kit. 

The Game Day Essentials Collection from Fenty Beauty and Fenty Skin features all the "game face essentials" for the big event.

Products range from an NFL Stadium-themed make-up bag and football make-up sponge, to lip stains Mini Gloss Bomb with Super Bowl keychains. 

The hero product, Showstopp’r Kit, comprises Invisimatte Blotting Powder, Mini Hydra Vizor SPF30 Moisturizer, Butta Drop Whipped Oil Body Cream and Fenty Eau De Parfum. 

Gloss Bomb Universal Lip Luminizer, a football make-up sponge and Team Fenty make-up bag are also included. 

Beauty conglomerate Procter & Gamble (P&G), meanwhile, will provide the official locker room products.

Its personal care brands Gillette, Head & Shoulders, Old Spice and Tide will be available for the football stars to use ahead of the competition.

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