E.L.F. Cosmetics taps Jennifer Coolidge for first-ever Super Bowl commercial

By

Jennifer Braun

Published
Feb 10, 2023

E.l.f. Cosmetics announced on Thursday the launch of its first-ever television commercial, debuting at the Super Bowl. 

Set to air on Sunday’s Big Game, February 12, during the second quarter, the campaign will highlight the brand’s Power Grip Primer with the help of award-winning actress Jennifer Coolidge. 

As part of the campaign, Coolidge takes viewers through her first experience with Power Grip Primer – playing on the sticky, grippy power of Power Grip Primer and revealing how dewy, glowy and dolphin-like her skin is. 

“The genesis for this campaign is our community who adore Power Grip Primer. They propelled it to the #1 Primer in the U.S.; coining it ‘Sticky AF’ and ‘makeup glue’,” said Kory Marchisotto, chief marketing officer, E.L.F. Beauty. 

“Once we realized the viral power of Power Grip Primer, the entertainment value of the stickiness, and how much fun our community was having with it, we knew it was time to lean in harder than ever before. The stars aligned to bring E.L.F. and Jennifer together at the intersection of pop culture magic and the virality of one of the hottest beauty products.”

The script was co-written by Mike White, award-winning writer, actor, producer and director, who is known most recently as creator of HBO's hit comedy-drama series The White Lotus, and Shadow, E.L.F. Beauty's long-term creative marketing and communications agency.

“I've always been passionate about vegan and cruelty free beauty. Years ago, I studied makeup artistry and that really shaped my relationship with beauty," added Coolidge. “I adore E.L.F. Cosmetics' accessible, incredible products. Power Grip Primer works beautifully and makes my skin sticky, glowy and dewy in the best way possible! I truly enjoyed this collaborative experience with E.L.F."