e.l.f. Beauty Launches Telenovela-Themed Big Game Ad with Melissa McCarthy
Event summary
- e.l.f. Beauty will air a telenovela-inspired Big Game ad on February 8, 2026, starring Melissa McCarthy and Itatí Cantoral.
- The campaign promotes e.l.f.'s Glow Reviver Lip Oil, its best-selling product with one sold every 2.4 seconds in 2025.
- e.l.f. partners with Duolingo to offer free Super Duolingo subscriptions to loyalty members for Spanish learning.
- Hispanic households represent 18% of e.l.f.'s buying households, 29% higher than the cosmetics category average.
The big picture
e.l.f. Beauty continues its strategy of disruptive, culturally relevant advertising during high-profile events, leveraging celebrity partnerships and product performance to maintain market differentiation. The campaign aligns with broader industry trends of brands engaging deeply with specific cultural communities to drive loyalty and sales.
What we're watching
- Cultural Relevance
- How e.l.f.'s telenovela-themed campaign will resonate with its Latin and Hispanic audience.
- Product Performance
- Whether the Glow Reviver Lip Oil's sales momentum can be sustained post-campaign.
- Partnership Impact
- The effectiveness of e.l.f.'s collaboration with Duolingo in driving customer engagement.
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