The brand makes its case that beauty belongs
e.l.f.ing everywhere with new national TV spot
The verdict is in: In e.l.f. we trust. Culture-shaper and
bold-disruptor e.l.f. Cosmetics is heading to court on Sunday,
February 11, 2024, kicking off its most entertaining moment yet
with its TV spot, "Judge Beauty."
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240207105751/en/
e.l.f. Cosmetics is heading to court on
Sunday, February 11, 2024, kicking off its most entertaining moment
yet with its TV spot, "Judge Beauty." (Photo: Business Wire)
The Big Game is one of the biggest moments that brings together
global audiences each year and e.l.f. will be there with its
community, reflecting its mission to serve every eye, lip and face.
Last year, nearly half of the viewers were women*, and in e.l.f.'s
spirit of inclusivity, it’s returning to the Big Game with an
inclusive star-studded team.
e.l.f. provides the ultimate verdict: We object to overpriced
makeup.
To create this world of lustrous justice, e.l.f. mashed up some
of entertainment’s most bingeable franchises, storylines, and
creators to make the case that beauty belongs in every e.l.f.ing
touchpoint of entertainment.
“Here are the eyes.lips.facts: Culture and community are what
drive us down the field every time. What e.l.f. illuminates at the
Big Game is what our community cares most about, serving value with
values,” says Kory Marchisotto, Chief Marketing Officer,
e.l.f. Beauty. “We’re leaning into the true diversity of the Big
Game and carving a path that proves beauty not only belongs there,
but everywhere. Our community trusts us to put them at the center
of the conversation, and this campaign is going to do just
that.”
Set in e.l.f. Court, the highest court in the land for crimes
committed against the eyes, lips and face, the spot features an
iconic and inclusive cast of cultural figures, including judicial
icon and Amazon Freevee’s “Judy Justice” star Judge Judy
Sheindlin as Judge Beauty. Ruling in favor of affordable and
cruelty-free cosmetics, Judge Beauty sets a precedent for the world
to use Halo Glow Liquid Filter in the name of value and good
judgment.
“Doing a Big Game commercial has been on my bucket list for
ages,” says Judge Judy Sheindlin, who is making her
commercial and Big Game Debut with e.l.f. Cosmetics. “The trick was
finding the right brand partner. So when I tried the products and
liked them, it was the perfect fit! It’s just foolishness to spend
a fortune on makeup when e.l.f. does the job so exquisitely."
The case’s two spirited litigants are played by renowned “Suits”
actors Rick Hoffman, and Gina Torres, while their
fellow co-star Sarah Rafferty sits pretty beside Judge
Beauty as the court stenographer. Broadcasting live from inside the
courtroom, GRAMMY® Award-winning singer, songwriter, and recurring
brand collaborator, Meghan Trainor, plays the role of
dutiful (and slightly hysterical) court TV correspondent, reprising
her status as part of the e.l.f. community. She shares the jury box
with a motley mix of beauty personalities, cultural icons, and
courtroom figures, including “Jury Duty’s” Ronald Gladden;
America’s favorite drag queen from RuPauls Drag Race, Heidi N
Closet, actor, writer, producer, and comedian Benito
Skinner; and law clerk from “Judy Justice,” Sarah Rose.
Standing beside Judge Beauty as her trusty bailiff is Bestselling
Author, former NFL linebacker, and EMMY-winning television host
Emmanuel Acho.
The spot’s product star is e.l.f.’s Halo Glow Liquid
Filter, the $14 glowy complexion booster and viral fan
favorite. This radiant makeup-meets-skincare hybrid has quickly
become one of the brand's holiest grails to date with one unit sold
every four seconds,** making it e.l.f.’s
best-selling product of 2023.***
The commercial was directed by beloved comedic actor, writer and
director, Zach Woods, best known for his roles on HBO's
‘Silicon Valley’ and NBC’s sitcom sensation “The Office.” The spot
was creatively conceptualized, cast, and scripted by SHADOW,
e.l.f. Beauty's long-term creative marketing and communications
agency. The production was led by Imposter, and the paid
media strategy and planning was prepared by performance marketing
firm Tinuiti, e.l.f. Beauty's digital agency of record.
“The creative premise behind ‘Judge Beauty’ was inspired by a
basic brand truth: e.l.f. would never judge a person’s beauty, but
it does object—and loudly—to obsolete industry norms, like the idea
you have to spend a fortune for great quality,” shared Brian
Vaughan, Executive Creative Director and Partner, SHADOW. “We
brought that simple but sincere kernel to life through an
unconventional casting approach, a script dripping in satire, and,
as always, the community-driven product insights that consistently
anchor our work with e.l.f.”
e.l.f. will continue to serve eyes.lips.facts. following the Big
Game, rolling out an extended version across streaming and digital
channels. The televised spots are just one piece of a surround
sound campaign that will include a steady stream of social content
releases from all your favorite Judge Beauty characters as e.l.f.
continues to rewrite the book on entertainment.
This is e.l.f.’s second commercial at the Big Game. Power Grip
Primer starred in the brand’s eyes.lips.face.sticky. spot at the
2023 Big Game on its way to becoming the No.1 SKU in mass
cosmetics.****
The e.l.f. community can join the “Judge Beauty'' fun by
shopping limited-edition merchandise on elfcosmetics.com, which
will include IN E.L.F. WE TRUST Sweatshirt ($30), IN E.L.F. WE
TRUST Baby Tee ($18), Gloss, Glow & Go Bundle (Halo Glow Liquid
Filter, Lash XTNDR Mascara, Glow Reviver Lip Oil, Suntouchable All
Set for Sun SPF 45, Power Grip Primer) ($53), and EYES.LIPS.FACTS.
Beauty Pouch ($12).
In e.l.f. we trust. Be sure to tune in for all the
eyes.lips.facts. on e.l.f.’s social channels: Instagram, Facebook,
TikTok and YouTube.
*Source: Nielsen **Source: Based on internal e.l.f. estimates of
annual unit sales for 2023 ***Source: Based on internal estimates
of annual dollar sales for 2023 ****Source: NielsenIQ, xAOC,
Cosmetics = Cosmetics, Cosmetics Accessories, Nail (L52WE
12/30/23)
About e.l.f. Cosmetics:
Since 2004, e.l.f. Cosmetics has made the best of beauty
accessible to every eye, lip and face. We make high-quality,
prestige-inspired cosmetics and skin care products at an
extraordinary value and are proud to be e.l.f. clean, vegan,
cruelty free and Fair Trade Certified. As one of the first online
beauty brands, e.l.f. continues to attract a highly engaged
audience and set benchmarks with new digital platforms. Our brand
is widely available at leading retailers such as Target, Walmart
and Ulta Beauty, and has a growing international presence including
at Boots, Superdrug and Douglas. Learn more by visiting
www.elfcosmetics.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240207105751/en/
e.l.f. Beauty Corporate Communications Inquiries: Melinda
Fried, mfried@elfbeauty.com
Consumer Media Inquiries: Brittany Banion,
brittany@weareshadow.com
Business Media Inquiries: Rachel Sharpe, elf@5wpr.com
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