Popular for its low prices and trendy items, e.l.f. Beauty had primarily focused on digital marketing channels—until the cosmetics brand jumped into the Super Bowl fray with a regional ad earlier this year. Co-written by Mike White of “White Lotus” fame, the spot starred Jennifer Coolidge—who was also on “White Lotus”—trying out e.l.f.’s Power Grip Primer.
The campaign was e.l.f.’s most successful, according to Laurie Lam, chief brand officer, speaking on the latest episode of the Marketer’s Brief podcast, who said it generated over 50 billion impressions.