e.l.f. Beauty redefined how fans experience the Super Bowl with its first-ever live watch party, “The E.L.F. TIME Show.”
Streamed across multiple platforms, the interactive second-screen experience featured an all-star host lineup and exclusive giveaways, shaking up traditional game-day viewing.
Hosted by sportscaster Suzy Shuster, comedian Yvonne Orji, and drag queen Heidi N Closet, the show ran parallel to the Big Game, delivering real-time entertainment, commentary, and fan engagement.
Christopher Kouros, a.k.a. "Klaus," provided on-the-ground updates from New Orleans.
In a press release, Laurie Lam, e.l.f. Beauty’s chief brand officer, shared how the company is redefining game-day entertainment:
“With our viewing party, we unleash an e.l.f. twist on democratizing access to sports fandom. We always want to be with the community, literally where they are as their tried-and-true bestie.”
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e.l.f. is changing the game — literally — by going beyond traditional ads and creating an interactive experience that brings fans into the action.
With more people watching on multiple screens, the brand is meeting them where they are, making the Big Game feel more personal and engaging.
This approach isn’t just fun; it’s a smart way to build deeper connections and keep e.l.f. top of mind.
A Multi-Platform Game Day Experience
e.l.f.’s expansion into live sports entertainment aligns with the growing trend of multi-platform viewing as 70% of Americans engage with multiple screens during the Big Game.
The event builds on the brand’s “eyes. lips. face. fandom.” campaign, which celebrates its top-selling Power Grip Primer and its strong connection with sports culture.
As part of its game-day takeover, e.l.f. will also air its “e.l.f. von zehn” campaign on Tubi, marking a first for the streaming platform’s live Big Game programming.
This initiative underscores e.l.f.’s strategy to disrupt traditional beauty marketing and extend its reach through innovative digital experiences.
For fans who prefer furry athletes, e.l.f. also appeared as the Official Cosmetics Partner of Animal Planet’s Puppy Bowl XXI, airing the “eyes. lips. face. fandom” spot during the event.
As e.l.f. continues to push boundaries in beauty marketing, its innovative campaigns set new standards for brand engagement — proving that creativity is the ultimate game-changer.
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e.l.f.'s bold move into live sports and streaming platforms also highlights the growing importance of cross-industry partnerships in driving brand visibility and consumer engagement.
By embracing non-traditional channels and tapping into fan-driven culture, e.l.f. continues to redefine what it means to connect with modern audiences in meaningful, unexpected ways.
Previously, e.l.f. Cosmetics also partnered with GRAMMY award-winning artist Meghan Trainor to launch its limited-edition complexion bundle, CloudSkin.
