I'm not a huge sports fan, but the excitement over this year's Super Bowl was palpable in a way I've never felt before. You could practically hear The internet shook in the hours leading up to kickoff, but not all the chatter online was about sports or music performances – for the first time, there was plenty of anticipation around the game as a major event celebrities and beauty.
And from the moment Taylor Swift entered Allegiant Stadium in Las Vegas with her signature red lipstick (following in the footsteps of Blake Lively, who had her hair styled in big corkscrew curls), the promise was kept. Later, when I spotted an embarrassingly grainy photo of Hailey and Justin Bieber in the stands, I got excited again. Not because they were present, but because that's where Hailey chose to debut her new dark brown hair color. She also gave something to beauty lovers.
But perhaps the most notable beauty service of the evening was in the commercials. Instead of ads selling only beer, cars and junk food, we saw Elf Cosmetics' first-ever national spot for the Super Bowl, alongside appearances from NYX professional makeup And CeraVe. In the meantime, Dove requested a place for the first time in 18 years. Live TV event made reliably attracts over 100 million viewers each year, but airtime is notoriously expensive (and historically taken up by the aforementioned alcohol and automobiles). So how did 2024 become the year the beauty industry decided it was worth entering what has traditionally been a traditionally male-dominated space? The short answer is that it's because he knows young women watch.
The conditions have been building up for a while now, with the “Taylor Swift Effect” – or the increased sales and engagement the superstar gives to everything she touches – being perhaps the most important factor in women's growing interest in the NFL. Market observation reports that Swift's mere attendance at Kansas City Chiefs games to support her boyfriend, Travis Kelce, during the season led to a 53% increase in female viewers aged 12-17 and a 24% increase audiences aged 18 to 24. At the same time, the the beauty industry is booming for years – suggesting there was a sizable group of enthusiastic beauty buyers in the audience on the biggest advertising day of the year.
For Elf Cosmetics, the decision to air a national Super Bowl ad was also based on past success. In 2023, the brand achieved its first ever regional commercial featuring Jennifer Coolidge, which was so “extremely effective that it exploded our viral Power Grip base to the point where it's now sold every 3.5 seconds,” Kory Marchisotto, Elf Beauty's chief marketing officer, told NYLON. For this year judicial television parodythe focus was on creating appeal to a broader audience with a cast spanning generations, including judge Judy Sheindlin, Meghan Trainor, Suits actor Sarah Rafferty, actress Benito SkinnerAnd Legal DepartmentIt's Ronald Gladden. Alongside other adverts from the evening featuring celebrities doing crazy thingsElf felt good.
NYX Professional's first-ever regional Super Bowl ad — which is 30 seconds of Cardi B promoting the brand's Duck Plump lip gloss featuring a troop of latex-laden dancing ducks – marks the brand’s first-ever celebrity partnership. The absurd spot continues to gain traction online, made worse by the fact that NYX released a extended version “not approved for distribution”. The goal, according to Denée Pearson, NYX's global brand president, is to entertain and increase brand awareness while impacting the brand's image. “evolution towards “sports entertainment”.
This combination of beauty, sports, and entertainment will likely only become more intertwined as brands strategize to attract and retain new (probably Swiftie) female sports fans. But judging by this year's Super Bowl, we can imagine more football games where women are welcomed with intentional, fun messages — and not just that. flattered in pink.