For Super Bowl LVIII—which will take place in Las Vegas at Allegiant Stadium on February 11 between the Kansas City Chiefs and the San Francisco 49ers — beauty and home care brands are putting on their game faces for the other big prize of the day: brand exposure (hello, epic commercials!) 

 

This year, Dove, Burt’s Bees, ELF Beauty, NYX Professional Makeup and Dawn are championing body positivity, chicken wing-eating season, the game-day-ready glow, extreme sensation (for beauty enthusiasts, in the form of a plumping lip gloss) and post-game cleanup respectively. 

In its first Super Bowl commercial in nearly 20 years, Dove has teamed with Kylie Kelce in its comeback to the big game with a 30-second commercial. The spot, which will take place during the first quarter, will champion body confidence in girls, inspiring them to keep their head in the game by playing the sports they love. 

“As an athlete, field-hockey coach and mother to three young girls, I know first hand how important it is to build the body confidence of girls in sports,” said Kelce, who is the wife of Philadelphia Eagles center, Jason Kelce. “Young female athletes should be able to freely express themselves through the sports they love without the pressure of worrying about what they may look like while they play. Sports have so many amazing benefits and I'm so excited to partner with Dove on such an important and special issue to me and my family.”

 

Dove’s “Body Confident Program,” co-developed with Nike, along with the Dove Self-Esteem Project, was established following research that showed nearly half of girls drop out of sports. But it’s not due to a lack of time or bandwidth needed to focus more on schoolwork. They’re ashamed of their bodies. To help tackle that staggering statistic, the entities partnered to create “Body Confident Sport,” scientifically-backed coaching tools to build body confidence in girls 11-17 to disseminate a new Game Day message. 

 

According to Leandro Barreto, senior vice president, global, Dove Masterbrand, negative body talk and focusing on appearance over ability proves a major blow to their confidence. To bolster morale and promote body positivity in sports, Dove will feature a precocious girl donning a jersey with a football clutched close to her chest, standing tall and proud. 

 

The Dove Self-Esteem Project is on track to reach 250 million young lives by 2030, according to Unilever. 

Last year, in its Super Bowl commercial debut, ELF Beauty stole the show with actress and comic Jennifer Coolidge’s promotion of the brand’s Power Grip Primer, likening its sticky consistency to that of a dolphin’s dewy body. The comical commercial made a splash; the primer reportedly went on to become the No. 1 SKU in mass cosmetics. 

 

This year, the brand has created a 30-second spot directed by Zach Woods that features its coveted Halo Glow Liquid Filter. In 2022, some 75,000 consumers were on a waitlist for the product after its initial stock sold out. The skincare-makeup hybrid—whose hero ingredients are squalane and hyaluronic acid—is touted as ELF’s so-called “holy grail” beauty item with more than 47 million views on TikTok. 

 

NYX Professional Makeup will make its Super Bowl ad debut coinciding with the L’Oréal-owned brand’s 25th anniversary. The 30-second slot will feature its recently-launched Duck Plump Extreme Sensation Lip Gloss featuring rapper Cardi B you will be wearing the brand's new color, “Cherry Spice.” Containing fruit and ginger root extracts, Duck Plump will also get pouts game-day ready with Hall of Flame, a true red shade.

What started out an April Fool's gag last year is now the core of an ambitious Super Bow ad. Burt's Bees teamed with Hidden Valley Ranch — both owned by The Clorox Company (a HAPPI Top 50 company) — to bring the classic savory flavors of a basket of chicken wings doused in buffalo sauce and Hidden Valley Ranch dressing with carrots and celery as succulent lip balm flavors. The idea, according to the brands, is to usher in wing-eating season with the flavors they can smell (and feel) on their lips.  

The collaboration unites two “fan-obsessed” brands at a time when lips are dry and wings are endless, according to the marketers.

 

The limited-edition balms are available on www.BurtsBees.com while supplies last. 

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