Until the Chiefs beat the Ravens last month, Taylor Swift almost certainly wouldn't be a guest at this year's Super Bowl. But that didn't stop people from attributing her presence to the influx of beauty advertisers during the games.
This year, brands like elf Cosmetics, CeraVe, and Dove all aired national ads, while Hero Cosmetics, Cetaphil, and NYX Cosmetics went the local route. They took different approaches in each spot. Cetaphil had Swifty as its creative focus, while Elf, Hero and New Yorkers primarily featured female celebrities such as Gina Torres and Cardi B. Meanwhile, CeraVe collaborated with global brand manager Michael Cera. Melanie Vida said the products are designed to reach a wider audience and make skincare appear genderless.
Regardless of the approach (or target demo), beauty brands spent millions of dollars to participate in the most high-profile Super Bowl in history. How much money did it make? For a brand looking to raise awareness, the results look promising, at least in the days following the game.
High proportion of personal care
Compared to the Sunday before the Super Bowl, search intelligence platform Captify found search volumes for NYX and elf increased by 63% and 52%, respectively. It also found that competitors that did not advertise in-game had less interest in searches during the game across all advertiser categories, the press release said.
Additionally, social media analytics firm Sprout Social found that CeraVe and Dove were among the top 10 most mentioned advertisers on game day, with both increasing their total likes, shares, and comments across X, YouTube, Tumblr, and Reddit. We found over 50,000. According to measurement company EDO's Super Bowl Advertising Engagement Index, which tracks real-time consumer engagement data, CeraVe ranked 32nd out of 96 brands measured.
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Meanwhile, Kantar's 2024 Super Bowl Creative Effectiveness Report found that Dove's ad outperformed other ads by 73% in encouraging audience participation by sparking “provocative conversations with millions of people at the same time.” % turned out to be effective (in this case, mainly in the girl's body) confidence.
“None of these [beauty] The brand was underperforming,” said Kelly Benson, creative solutions lead at Kantar. She says brands like Dove, CeraVe, and elf (which also focus on messages aimed at men) can appeal to multiple genders, but that only seems to help on stages like the Super Bowl. he pointed out.
“This is efficient shopping,” she said. “Most brands that advertise at the Super Bowl get a much higher ROI on their investment than regular advertising or digital campaigns, so I think it's a very powerful creative and media strategy for these brands. I believe.”
As for whether more beauty brands will enter next year? Peter Daboll, chief strategy and insights officer at iSpot.tv, said in an email that he is optimistic.
“For many years, the NFL has had a higher proportion of female spectators than advertising would suggest, but in recent years we have seen a shift that opens the door for beauty and personal care brands to increase their presence during games.” he added. predicts that “beauty advertisers will become less hesitant to buy Super Bowl spots in the coming years.”
