We can all practically hear the Super Bowl, trumpet-sounding anthem: duh da dun da da dun — cymbals. It’s the sporting event of the year, which is also why the million-dollar commercial spots are the coveted advertisement slots of the year.
Enter e.l.f. Cosmetics. This inexpensive yet premier beauty brand has been making heavy strides as of late, trending on TikTok and running across the industry fields to score touchdowns of its own. More like #BeautyGoals.
For Super Bowl 2024, e.l.f. produced a jaw-dropping commercial. Within its studio-quality production, the brand teamed up with public figure Judge Judy to “object to expensive beauty,” a true, present-day beauty blunder we’re not all that into (especially with inflation going on).
“As you will see in our national spot at the Big Game this year: We object to overpriced beauty products!” Kory Marchisotto, CMO of e.l.f. Beauty and President of Keys Soulcare, exclusively told the New York Post. “Accessible pricing has been part of our DNA since we were founded 20 years ago. Over the years we’ve added superpowers like being e.l.f. clean, vegan, cruelty free and Fair Trade certified.”
More, the average price point for e.l.f. is a little over $6 today, as compared to over $9 for the legacy mass cosmetics brands and over $20 for prestige brands. “We believe our core value proposition expands the category, allowing more consumers to access the best of beauty,” she adds.
Here, e.l.f. debuts its 30- and 60-second extended cut spots titled “Judge Beauty.” Presiding over the world of lustrous justice is Judge Judy Sheindlin, the public figure’s first-ever commercial appearance to “put an end to the crime of overspending on makeup, and sentencing the world to $14 radiant skin,” the brand at large ealso told The Post.
“With the world’s continued fascination with Judge Judy Sheindlin in her Emmy award-winning series Amazon Freevee series Judy Justice, this year’s record-shattering resurgence of Suits, and the mega-viral Jury Duty memes — e.l.f. got the memo: courtroom drama is in, and Game Day needed a dose of law and order,” the brand shared with The Post.
So, it’s safe to say that e.l.f. is serving eyes.lips.facts. with its latest campaign. Spotlighting its TikTok mega-viral $14 Halo Glow Liquid Filter — otherwise known as the brand’s No. 1 selling product of 2023, with one sold every four seconds — it’s also climbed up the industry ladder to become one of the most viral brands to date, garnering more than 422 million views on TikTok alone.
“A fun fact that we can look back on and laugh at now – working closely with our longtime creative marketing and communications agency, SHADOW: Last year’s Super Bowl spot took two weeks from concept to shoot day and three weeks from concept to game day. Talk about moving at e.l.f. speed. Our incredible teamwork did not stop there and only served as a catalyst for continued innovation and shared success in this year’s commercial.”
Kory Marchisotto, CMO of e.l.f. Beauty and President of Keys Soulcare
Ahead, the New York Post compiled some of the greatest e.l.f. products that prove inexpensive, accessible beauty exists — without compromising quality. Now’s probably the juiciest, trendiest time to order a large haul of the brand’s products, given the Big Game and all.
Meet the shining star of the Super Bowl: the e.l.f. Halo Glow Liquid Filter. Unbelievably natural in coverage, this budget-friendly product applies like a charm, is infused with hyaluronic acid to help plump the skin and comes in a stealthy shade variety. Plus, it couldn’t be quicker to apply.
Among the 50+ eye creams we reviewed in 2024, the e.l.f. SKIN Holy Hydration! Eye Cream made the cut as our “best drugstore eye cream overall” — a tall honor to uphold. We can’t believe it’s only $10, either.
Dolloping onto your under-eye area like a cloud, it’s the formulation we rave about to everyone IRL. In fact, it’s one of our most-used of the pack.
For the Super Bowl 2023, Jennifer Coolidge premiered onsite with e.l.f. to spotlight the brand’s makeup primer. Its Power Grip Primer is a formula that’s said to be so tacky, it’ll help your makeup uphold all day. Even better, it’s another $10-only product.
Meet one of our all-time favorite e.l.f. products we tried. The buzzy new launch of the Glow Reviver Lip Oil practically broke the internet — taking the industry by storm with its flattering, naturally luminous glaze to top off your lippies. We’re obsessed with every shade, and you need them in your life.
Mimicking a high-end makeup brand you may be able to recognize (which shall remain nameless), the e.l.f. Camo Hydrating CC Cream is an iconic homage to how the brand makes beauty accessible for all shades and skin tones. Namely, this product boasts SPF protection, a vast shade range and a shine-free application.
We love the Suntouchable! Invisible Sunscreen SPF 35 — another favorite that’s an affordable lookalike to another brand that may be in your beauty stack. Not only does it help protect from UVA and UVB rays but it doubles as a makeup primer (#score) and helps blur the look of pores. That said, $14 is a small price to pay for all that magic.
Check out the New York Post Shopping section for more content.