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Beauty brands are finally cashing in on football’s biggest night.
Like the number ofChiefs Redbeauty products inTaylor Swift’s personal collection, that number has only grown from there.
@nyxcosmetics/Instagram
In 2023, e.l.f.
had made their football ad debut with a spot that had Jennifer Coolidge promotingPower Grip Primer.
Before the ad, the product sold once every eight seconds.
@rhode/Instagram
After, it was once in every3.5.
Also worth noting?Hailey Bieber’s first public showcase of herRhode Lip Phone Casewas at the 2024 game.
Other stars in the beauty space like NYX Professional Makeup and e.l.f.
@alix_earle/Instagram
Cosmetics once again joined the fun as well.
The social-first campaign marked the first-ever makeup brand collaboration with sports gambling company DraftKings.
SZA even offered a sneak peek at her own lip line, which she said is coming very soon.
“The possibilities are beautiful.”
During the game, the brand also premiered its new “e.l.f.
Von Zehn” spot on Tubi’s free game stream.
Cosmetics x The Puppy Bowl
e.l.f.
was just as invested in thepuppybowl this year as they were with the big game.
This time around, they tappedJoey Kingto star in their commercial, which aired during the Animal Planet special.
As it turned out, e.l.f.
was the Puppy Bowls Official Cosmetic Partner.
Hellmann’s
Hellmanns isnota beauty brand.
Even though they did put out that mayo-inspired (and sold-out?!
Luckily, Cetaphil was there to provide a little comfort.
“We’re all a lil' sensitive,” he says in the clip.
Andwe all love Cetaphil.
Dove
Dove’s 30-second spot featured an adorable little girl run run running down the sidewalk.
“At 3, these legs are unstoppable,” it read.
“At 14, she’ll think they’re unbearable.”
It was distributed ahead of the game and will run as a special section in SI’s March issue.
