After airing its first national Super Bowl commercial last year, e.l.f. Beauty is pivoting its Big Game marketing strategy to social media with a star-studded livestream event running parallel to the Super Bowl.
The stream, called “The E.l.f. Time Show,” will feature a trio of hosts—sportscaster Suzy Shuster, actress and comedian Yvonne Orji and drag queen Heidi N Closet, who also appeared in e.l.f.’s “Judge Beauty” Super Bowl ad last year—offering a mix of sports commentary and comedy, e.l.f. Chief Brand Officer Laurie Lam told Ad Age. E.l.f. will be broadcasting the stream across its TikTok, Twitch, Instagram and YouTube channels throughout the game, as well as on Amazon Live and e.l.f.’s website, she said.
“When we approached the Super Bowl, we said, ‘Well, there’s a traditional way—you can, of course, buy an ad,’ and in 2023 … we showed everybody that beauty belongs in the Big Game,” Lam said, referring to e.l.f.’s regional TV spot starring actress Jennifer Coolidge during Super Bowl LVII. “We opened the door for beauty brands to enter in 2024 and follow [us], and last year … we delivered a verdict at the Big Game, and said that it’s almost a crime to overpay for makeup. So, this year, we decided to disrupt what we’ve done already and come in with a never-been-done-before approach to the Big Game.”