As the No. 1-selling beauty product, Power Grip Primer has already captured the hearts of many, and now e.l.f. Cosmeticsis taking its influence to the sports world. With the launch of a new multi-platform campaign, e.l.f. Cosmetics is connecting with a broader audience, specifically sports enthusiasts. In this campaign, actors Joey King and Lucien Laviscount take on the ultimate home-town playoff challenge — meeting the parents on game day, but on opposing sides.
E.l.f. Cosmetics Unveils New Campaign Targeting Sports Fans with the tagline “eyes. lips. face. fandom.,” this campaign is set to debut on U.S. television during the Macy’s Thanksgiving Day Parade, expected to reach 22 million viewers. This marks a significant step for e.l.f., emphasizing its mission to disrupt the beauty industry with positivity, inclusivity, and accessibility, while connecting communities through shared passions.
Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, highlights the brand’s diverse and inclusive approach, stating, “An e.l.f. Power Grip Primer is sold every 3.5 seconds. Fandom is fueled by an e.l.f.ing amazing community of undefeated enthusiasts. Our community is comprised of a beautiful tapestry of kindred spirits rallying around a shared passion, not because they fit into a box defined by someone else. We don’t allow stereotypes to limit the audience of our products.” She goes on to say that e.l.f.’s house is open for every “eye, lip, and face – including sports lovers of all stripes.”
E.l.f. Cosmetics Unveils New Campaign Targeting Sports Fans, with King and Laviscount leading the charge, brings attention to how fandoms unite people. King shares, “No matter what you are a fan of – fandoms bring people together! This campaign, like fandom, is encouraging everyone to express themselves and their individuality. But it’s also reminding us of the things that help us stick together – like a really great primer from e.l.f. or love for the home team!”
Laviscount also expresses excitement about his role, adding, “Being a part of this campaign has been such a treat. While I might not have ever expected to appear in a makeup commercial, I think my first being with e.l.f. is the best part! Doing something unexpected and entertaining, especially with a brand that’s known for disrupting norms, has been a highlight of my sports season.”
For the past two years, e.l.f. has successfully targeted the 48% of female sports fans during The Big Game, and now, e.l.f. Cosmetics Unveils New Campaign Targeting Sports Fans to reach all sports enthusiasts, regardless of their team allegiance. With this campaign, e.l.f. is reminding everyone that no matter who you’re rooting for, the entire sports world is team e.l.f.
Created in partnership with 72andSunny Amsterdam and cast by SHADOW, the campaign is directed by filmmaker Alex Buono, who previously worked on e.l.f.’s “Cosmetic Criminals” true crime parody. The campaign will feature prominent placements throughout the season, ensuring high visibility during key moments for sports fans and beauty enthusiasts alike.
