E.l.f. Cosmetics’ Super Bowl ad is building on their telenovela campaigns. Their spot ties directly to Bad Bunny’s groundbreaking halftime performance as the first Latin American male artist to headline, leaning into the cultural pride of the moment—rather than shying away from potential controversy. Though not tied to their previous series e.l.fecto, the new ad “Melisa” stars Melissa McCarthy and iconic telenovela villain Itatí Cantoral. The brand says Hispanic households represent 18% of e.l.f. buyers, 29% higher than the beauty category average, so this isn’t a performative bid—it’s speaking right to their real fans. The brand is also giving their Beauty Squad loyalty members a free month of Duolingo Super to help fans learn Spanish ahead of halftime. (Marketing Dive)
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