e.l.f. Cosmetics, known for its successful Super Bowl commercials in recent years, is taking its game-day strategy to the next level with the “E.L.F. TIME Show,” a live stream event covering Super Bowl LIX. This interactive experience will be available across the brand’s social media platforms (TikTok, YouTube, Instagram, Twitch, and Amazon) and website, offering a unique alternative to traditional game coverage.
The show boasts a dynamic lineup of commentators, including sports broadcaster and “What the Football” podcast host Suzy Shuster, “Insecure” star Yvonne Orji, and drag queen Heidi N. Closet. Together, they will provide lively commentary and analysis from a custom-built sports desk, offering a fresh perspective on the biggest game of the year.
Adding to the excitement, PEOPLE Editor-at-Large Janine Rubenstein will report live from New Orleans, capturing behind-the-scenes highlights and key moments throughout the week leading up to the Super Bowl. Actor Christopher Kouros, known for his role in “Bridget Jones’s Diary,” will also be on the ground, providing live coverage as the Kansas City Chiefs and the Philadelphia Eagles battle for the championship title.
:max_bytes(150000):strip_icc():focal(749×0:751×2)/elf-time-show-cosmetics-football-020725-49e631d61916439aaa49b6cbacd18aef.jpg)
This innovative approach recognizes the multi-platform media consumption habits of Super Bowl viewers. According to a press release, e.l.f. cites that 70% of Americans engage with two or more media platforms during the game. The brand aims to capitalize on this trend by creating a comprehensive and engaging viewing experience.
In addition to the live stream, e.l.f. will air its new “e.l.f. Von Zehn” commercial during Tubi’s free game stream. The campaign, translating to “11 out of 10,” introduces a new global rating scale that e.l.f. will playfully apply to New Orleans landmarks throughout the live broadcast. The brand seeks to “disrupt norms” by offering this unique watch party experience, complete with e.l.f. product giveaways.
“Our viewing party provides an e.l.f. spin on democratizing access to sports fandom,” explains Laurie Lam, e.l.f. Beauty’s Chief Brand Officer. “We aim to connect with our community wherever they are, acting as their trusted friend.”
:max_bytes(150000):strip_icc():focal(749×0:751×2)/elf-time-show-cosmetics-football-020725-49e631d61916439aaa49b6cbacd18aef.jpg)
The E.L.F. TIME Show will kick off on Sunday, February 9th at 6:30 PM ET. Fans can join the party by tuning in to e.l.f.’s TikTok, YouTube, Instagram, Amazon, and Twitch channels, or by visiting the e.l.f. website. The e.l.f. app will also feature an exclusive in-app shopping experience for viewers.
