How e.l.f. turned its Jennifer Coolidge Super Bowl ad outtake into a new product

Beauty brand e.l.f.’s 2023 Super Bowl commercial wasn’t just its first Big Game buy, or the start of a relationship with actress Jennifer Coolidge. An outtake from the ad’s production inspired a new direct-to-consumer e.l.f. product line debuting this week on elfbeauty.com.