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Fenty Beauty, ELF and P&G’s Downy Unstoppables: Super Bowl LVII

A look at the beauty and household brands that made appearances during Super Bowl 2023 on Fox.

There are big expectations for the Super Bowl—and the commercials that air during the NFL’s final game of the season. Fox was estimated to have fetched as much as $7 million for a peak 30-second spot for Super Bowl LVII. Amid movie trailers, beer and alcohol, car commercials and promotions for online retailers were a few ads for beauty and household care products, too. Here are those that aired on Fox on Sunday, Feb 12, 2023—and a high-profile product placement that took center stage.

ELF

ELF, No. 38 on Happi’s Top 50 list, and mass market beauty giant, rolled out its first ever spot, starring actress Jennifer Coolidge. The brand hyped the spot before the game, as reported by Happi.


Downy Unstopables

Procter & Gamble teased its Downy Unstopables Super Bowl commercial last December when it announced new campaign featuring a “famous skeptic” and a 12-week freshness claim. During the spot that aired in the second quarter, the P&G fabric care brand revealed comedian Danny McBride as the mystery skeptic turned believer.


Fenty Beauty…ICYMI at Half Time



Fenty Beauty's Icon Velvet Liquid Lipstick in The MVP.
Rihanna was the star of the Apple Music Half Time Show. The iconic pop star and face behind LVMH”s Fenty Beauty was able to give her beauty line its own moment on air.

For those not paying close attention, Rihanna touched-up her makeup mid-performance with Fenty Beauty Invisimatte Instant Setting + Blotting Powder. You can watch the full show here.

Rihanna’s look during the performance included her iconic red lip featuring the Fenty Beauty’s new Icon Velvet Liquid Lipstick in The MVP, a long-lasting liquid lipstick in a universally-flattering red shade, and complexion products like Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation. 


New Territory: Menopause and The BIg Game

In another related topic, drug maker Astellas Pharma took out a spot for menopause awareness and vasomotor symptoms (VMS)—a sure sign that times are changing when it comes to public discussions about health and wellness.

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