In the lead-up to Super Bowl XV between the Kansas City Chiefs and San Francisco 49ers on February 11th at Allegiant Stadium in Las Vegas, beauty brands are banking on the day’s other big prize: brand exposure. We’re up for the fight (hello, epic commercial!)
This year, Dove, Burt’s Bees, ELF Beauty, NYX Professional Makeup, and Dawn are all about body positivity, chicken wing season, game day glow, and extreme sensations (in the form of plumping lip gloss for beauty lovers) is defending. ) and post-game cleanup respectively.
Dove wants girls in the game
Halo Glow Liquid Filter.
In its first Super Bowl commercial in nearly 20 years, Dove returns to the big game with a 30-second commercial. The spot, which takes place during the first quarter, champions girls’ body confidence and encourages them to focus on the game by playing their favorite sport.
Dove’s Body Confident Program, developed in collaboration with Nike along with the Dove Self-Esteem Project, was founded in response to research showing that around half of girls quit sports. But it’s not because they lack the time or bandwidth they need to focus on schoolwork. They are ashamed of their bodies. To address this alarming statistic, the organizations have partnered to create Body Confident Sport, a scientifically-backed coaching tool that builds body confidence in girls ages 11-17, and a new game-day message. spread.
Negative body talk and a focus on appearance over ability take a toll on their self-confidence, says Leandro Barreto, Dove Masterbrands’ global senior vice president. To boost morale and promote body positivity in the sport, Dove will feature a precocious young girl wearing a jersey and holding a soccer ball to her chest, standing tall and proud.
According to Unilever, the Dove Self-Esteem Project will touch the lives of 250 million young people by 2030.
NYX Cosmetics’ Duck Plump is available at Hall of Flame.
Comical cosmetics commercials for ELF Beauty and NYX
This year, the brand created a 30-second spot directed by Zach Woods featuring the coveted Halo Glow liquid filter. In 2022, approximately 75,000 consumers were on a waiting list for the product after the initial inventory sold out. The skincare and makeup hybrid, whose main ingredients are squalane and hyaluronic acid, is being touted as ELF’s so-called “holy grail” beauty item, and he has more than 47 million views on TikTok.
An amazing partnership between Burt’s Bees and Hidden Valley Ranch
Burt’s Bees limited-edition lip balms are available in Buffalo Sauce, Hidden Valley Ranch, Carrot, and Celery.
What started as an April Fool’s joke last year is now the centerpiece of an ambitious Super Bowl ad. Burt’s Bees Partnered with Hidden Valley Ranch – both owners clorox company (Happi Top 50 Company)—Delivers classic flavors with a basket of chicken wings slathered in buffalo sauce and Hidden Valley Ranch dressing with carrots and celery for a juicy lip balm flavor. The brand says the aim is to usher in the season of eating chicken wings with flavors you can smell (and feel) on your lips.
Marketers say the collaboration brings together two “fan-obsessed” brands at a time when lips are dry and wings are endless.
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NFL legend JJ Watt and Dawn’s honorable duck wash dishes with the brand’s Platinum EZ-Squeeze.
P&G’s Dawn works on post-game cleanup
When the winning team is awarded the coveted Vince Lombardi trophy, what’s left is often a pile of dirty dishes. P&G’s Dorn wants to make post-game cleanup easier. In fact, the brand has teamed up with his NFL legend JJ Watt to work together to deal with the toughest upset of Super Bowl III. The former Arizona Cardinals defensive end is giving away his $1 million worth of Dawn Platinum to one lucky fan.
The brand is inviting fans to visit JJWashParty.com to receive a bottle of Dawn Platinum Easy Squeeze and enter for a chance to win a trip to the ultimate wash party with Watt in charge of the cooking. There is. One grand prize winner and up to nine guests will receive an all-expenses-paid trip to visit Watt in Arizona, watch the big game or show, and let Watt do the cooking.
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