Whether it’s how Taylor Swift will make it in time to support her boyfriend Travis Kelsey, rewatch one of the best commercials of all time, or simply put Usher on repeat for the halftime show, the 2024 Super Bowl is all that matters this week. It’s on everyone’s lips, including your favorite beauty brands whose ads are preparing to take center stage for the first time.
Coincidentally or not, more makeup and skincare brands than ever are spending their money on the Super Bowl, an event that attracts worldwide attention and is known as the biggest night in advertising history thanks to over 100 million viewers. There is.
“The Super Bowl has always been an advertising gold rush, but it’s only recently that beauty brands have become major players,” said Lisa Payne, head of beauty at trend forecasting firm Stylus. “Rihanna’s halftime show marketing tour de force last year really cemented the connection between music, beauty, and sports. No doubt more brands will be able to benefit from the event’s huge audience (with a high proportion of women among them). In fact, a 2023 survey found that three-quarters of female respondents said they were more likely to watch the Super Bowl, compared to 50% in 2021. answered that it was high.
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But which brands are taking the plunge? What’s interesting is that while they’re already major players in the online world, they’re also more affordable companies like elf, CeraVe, and NYX Professional Makeup. None of the companies seem afraid to take risks and go against the norm. About traditional advertising. “The key here is the level of playful, nonchalant cool that Gen Z fans love. Rihanna is a master of that, and her partnership with Elf and quirky comedy queen Jennifer Coolidge is another Here’s an example: Viewers want to be surprised and delighted at the Super Bowl, and these nimble brands are very good at that.”
Another classic example of the unexpected surprises and delights we all love is CeraVe’s already iconic decision to cast Michael Cera. Michael Cera has been hinting at a (very clever) partnership on social media for several weeks now, and here are the results. It will be broadcast during Sunday’s big game. Meanwhile, NYX Professional Makeup has also teased an ad on social media, focusing on the brand’s new Duck Plump Lip Gloss, £10.50, featuring Cardi wearing the Cherry Spice shade.・Features B.
Interestingly, Dove is the only traditional brand I spent money on this weekend. But importantly, Dove, as a brand, has repeatedly established its ability to create meaningful and authentic campaigns that resonate on the internet and around the world. positive influence. Staying true to its principles, the brand will highlight its campaign “Body Confident Sport”, which was launched last October. This is an online coaching program designed to help girls gain body confidence.
It’s definitely a perfect fit, especially since, as Payne points out, women’s sports have slowly been gaining attention in mainstream media over the past few years. “We’ve been predicting this women-first approach for years, and we expect it to continue to grow as sports and active lifestyle-driven beauty continues to grow and innovate,” she says. says.
So let’s take a look at brands that are choosing to market in new ways to reach new audiences. For now, I can’t wait for the ad break.
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