Last February, E.l.f. Beauty made its first foray into Super Bowl advertising with a regional spot featuring 'White Lotus' star Jennifer Coolidge. This year, the beauty brand is upping the stakes with a national spot with several stars of the moment (Suits cast members Gina Torres, Rick Hoffman and Sarah Rafferty; Jury Duty's Ronald Gladden) as well as long-time favorites (Judge Judy), among others (influencers like Benny Drama).
The regional approach served as a way for E.l.f. Beauty to add TV to its marketing mix as well as 'test and learn' what the Super Bowl could do for the brand, explained Patrick O'Keefe, vp of integrated marketing communications, adding that the brand's spot last year spoke to an 'underrepresented audience' in Big Game advertising. 'So this [year] is our opportunity to show up loud and proud and give them entertainment because that's what we do - we love to entertain and sell a few products along the way,' said O'Keefe.
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