e.l.f. Cosmetics is an accessible beauty brand with a minus the animal cruelty position, and a contemporary attitude. But what most resembles them is their great advertisement slogans, jokes,references to the popular culture and celebrities. These adverts include Jennifer Coolidge, Gina Torres, Joey King amongst others, of course, highlight the creativity and the diversity of e.l.f.
- Jennifer Coolidge: The Face of e.l.f.’s Viral Success
- Gina Torres: The Female Star in the Courtroom ‘Judge Beauty’
- Jameela Jamil: The Glow Advocate
- Judge Judy Sheindlin: Presiding Over “e.l.f. Court”
- Joey King: The Face of “eyes. lips. face. fandom.”
- Who Cooks Up Such Creatives for e.l.f.’s Commercials?
- Why e.l.f. Commercials Work
- Conclusion
Who are those beautiful ladies who present e.l.f.’s commercial videos, what are their backgrounds, and how have they played out their part in ensuring fans develop an affinity for the brand?
Jennifer Coolidge: The Face of e.l.f.’s Viral Success
Jennifer Coolidge was able to propel herself to stardom status for e.l.f. Cosmetics after she was featured in the companies 2023 Super Bowl LVII commercial ad. Targeting the Power Grip Primer skate board, Coolidge made the advertisement hilarious that people loved it and made it go viral.
This campaign proved to be more successful than that, and Mercer realized a couple other victories from this endeavor. Outtakes from the behind the scene filming influenced the creation of e.l.f.’s “Dirty Pillows” lip kit that sold out in less than one day. In addition to that, Coolidge partnership exposed e.l.f products to many people as she was a unique persona. As reported on Marketing Brew.
Coolidge is best remembered for her movies Legally Blonde, American Pie, and HBO’s The White Lotus, for which she received a Golden Globe award.
Gina Torres: The Female Star in the Courtroom ‘Judge Beauty’
For the Super Bowl, in 2024 e.l.f. Cosmetics decided to go even bigger with their advertisement and created the “Judge Beauty” one. Gina Torres joined Sarah Rafferty and Rick Hoffman for a cute scene set in a courtroom which boasted added humor because of the actors’ former association with Suits. Wildly concocted under the direction of Zach Woods of The Office, the ad staged a courtroom where audiences got to argue on whether beauty products were relatively expensive or not in front of the undisputed queen of justice —Judge Judy Sheindlin.
Actress Morena Baccarin from Firefly Serenity and Suits claimed that she has become a fan of e.l.f. brand that occurred after she saw the commercial with Jennifer Coolidge in 2023 Super Bowl. Her favorite product? The Halo Glow Liquid Filter.
Jameela Jamil: The Glow Advocate
Jameela Jamil of Good Place fame, was featured in e.l.f. SKIN’s “Peculiar Behavior” campaign back in 2024, hawking their Bronzing Drops. They saw her as an anthropologist who travels around, encountering people and capturing their reactions to her stunning brightness, which includes her newfound glow thanks to e.l.f.: just a brand that addresses skin positivity with a touch of comedy thanks to Jamil.
Kiran is Tahani Al-Jamil from NBC’s The Good Place but she is also an activist for body positivity and diverse beauty. It is for this reason that she closely fits with e.l.f.’s public identity, as evidenced on her feature on People.com.
Judge Judy Sheindlin: Presiding Over “e.l.f. Court”
Judith Susan Sheindlin commonly known as Judge Judy made an entry into product advertising with “Judge Beauty” commerci al during the Super Bowl in the year 2024 for e.l.f cosmetics. During the humorous campaign Sheindlin presided over the determination for the value of cosmetics, for which e.l.f.’s target market is accessible.
The ad also enlisted the same celebrities that included Meghan Trainor, Benito Skinner, the famous social media personality, and Heidi N Closet, a RuPaul’s Drag Race fame. But for more information about this star-packed ad, interested viewer should go to the Investor Relations section of e.l.f.’s official website.
It was a clever campaign and very funny and it was Sheindlin, who is most famous for her TV courtroom show, Judge Judy.
Joey King: The Face of “eyes. lips. face. fandom.”
Joey King worked for e.l.f. Cosmetics for the first time in late 2024 through the “eyes. lips. face. fandom.” collab. He filmed another advertisement with the brand’s Power Grip Primer featuring Emily in Paris actor, Lucien Laviscount.
A more versatile actress, King began her acting career in Ramona and Beezus and later starred in the Kissing Booth and The Act. She has also earned accolades for her work ethic: she has shaved her head for several films, something IMDb points out.
Who Cooks Up Such Creatives for e.l.f.’s Commercials?
This is in a way due to its creative partners, as part of e.l.f. Cosmetics’ advertising strategy. Many of these CLs are created by the agency SHADOW which is involved in the marketing and communications domain.
Furthermore, the campaign execution has been greatly facilitated by Imposter, a producing company as well as Tinuiti which is a performance marketing firm. Find out more about the creative process on Marketing Brew.
Why e.l.f. Commercials Work
Humor and Relatability
That is why e.l.f.’s commercials are funny; whether it’s Jennifer Coolidge slithering through the door or Jameela Jamil giving glowing commentary. The ads of the company make beauty easily accessible while at the same time, giving clients a taste of the company’s ideal; affordability and efficiency.
Star Power and Diversity
And this can be easily understood when watching e.l.f. Cosmetics commercials with actresses Gina Torres and Joey King, for instance. Since it’s integrating real women, all come with their personalities and ensure that e.l.f.’s branding is promoted well.
Pop Culture Appeal
That is why e.l.f.’s campaigns such as “Judge Beauty” and “eyes. lips. face. fandom.”, are intellectually stimulating and therefore feel like an exciting part of pop culture. Third, the commercials are equally entertaining and contain an advertisement of their products.
Conclusion
e.l.f. Cosmetics has made major changes to the nature of beauty advertising thanks to celebrities, comedy, and diversity. With popular TV and movie actresses such as Jennifer Coolidge, Gina Torres, Jameela Jamil, Judge Judy Sheindlin, Joey King and many others, the brand’s target consumers feel like they are doing business with a friend while making a smart purchase of the brand’s affordable and cruelty-free product line.
e.l.f. Beauty treads the same path, running smart and successful campaigns, and partnering with influencers and other brands to be a powerful player in the beauty market and show people that great beauty doesn’t require great expenses.
Sophia Taylor is a Marketing and Psychology student at George Washington University, a Presidential Scholar, passionate about exploring human behavior and innovative marketing strategies, based in Washington, D.C., USA.
