e.l.f. Cosmetics is targeting sports fans with its new “eyes. lips. face. fandom.” campaign, featuring actors Joey King and Lucien Laviscount.
The campaign, crafted with global advertising agency 72andSunny, will make its debut during Macy’s Thanksgiving Day Parade, where it will reach an estimated 22 million viewers.
The hero film is fun and relatable, spotlighting sports rivalries and the power of bonding over beauty products, including the brand’s top-selling Power Grip Primer.
e.l.f. is capitalizing on the growing intersection between beauty and sports, aiming to connect with an inclusive audience that values individuality.
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In a press release, e.l.f. Beauty CMO Kory Marchisotto explained how the brand’s new campaign is designed to unite diverse communities through a shared love of sports and beauty:
“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.”
With this latest approach, e.l.f. is positioning itself as a brand that celebrates all forms of fandom, not limited by stereotypes.
“eyes. lips. face. fandom.” emphasizes the brand's disruptive approach to marketing, pairing entertainment with its inclusive message and how partnerships with creative agencies remain pivotal for brands to resonate with their audiences.
The Fandom Is Here
e.l.f. Cosmetics’ latest one-minute commercial opens with King and Laviscount preparing to meet his parents on game day.
While Laviscount appears nervous, "The Kissing Booth" actress exudes confidence, even with half her face painted with the colors of the team she's rooting for.
The scene shifts to the couple sitting at the dinner table with Laviscount’s parents, where the conversation inevitably turns to sports.
The "Emily in Paris" star, visibly uneasy, pleads, “Can we please not do this?”
Undeterred, his mother presses King about her sports team, prompting her to casually mention that they’re “kind of on a winning streak.”
A quick montage shows King going about her day — waking up, working out, and even at the office — all while still sporting the bold face paint.
When asked directly if she ever takes it off, she confidently responds with a “no,” adding that her record is “undefeated.”
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King then places a tube of e.l.f. Cosmetics Power Grip Primer on the table.
Intrigued, Laviscount's mother encourages her husband to try it.
As he squeezes some primer onto his fingers, he notes its sticky texture.
The ad concludes with a vibrant scene of the parents cheering enthusiastically in front of their TV, faces painted in purple — their team’s signature color — fully embracing the fandom spirit.
This isn't the first time e.l.f. launched a campaign about women in sports. The brand recently brought its message of women's empowerment to the Billie Jean King Cup Finals.
