As Super Bowl LVIII approaches, the advertising landscape is heating up with a surprising trio of health and beauty brands securing coveted commercial slots during CBS Sports’ coverage of the event. This year marks a significant shift, with two newcomers and one returning brand after a lengthy hiatus, signaling a strategic move to capture the attention of female viewers.
L’Oreal’s NYX Professional Makeup is set to make its Super Bowl debut with a 30-second ad celebrating the empowerment of women in the traditionally male-dominated football industry. This bold move reflects a broader trend of inclusivity and female empowerment in advertising.
Joining the lineup is e.l.f. Cosmetics, which will air its first-ever national Super Bowl commercial featuring a star-studded cast including singer Meghan Trainor and actor Gina Torres. The brand’s foray into the Big Game underscores the increasing importance of reaching diverse audiences on one of the biggest advertising platforms of the year.
Not to be outdone, Dove makes a triumphant return to the Super Bowl after an 18-year hiatus with its #KeepHerConfident campaign. Focused on promoting body confidence in girls and encouraging their participation in sports, Dove’s ad resonates deeply with its commitment to inclusivity and empowerment.
While the connection to Taylor Swift's relationship with Chiefs tight end Travis Kelce may not be explicit, industry experts speculate on her influence in driving advertisers to invest heavily in Super Bowl commercial slots targeting female consumers. Swift's broad appeal across demographics has positioned her as a powerful conduit for brands seeking to engage with women of all ages.
The timing of these advertising investments is a subject of speculation, with some suggesting that anticipation of Kelce's potential appearance in the Super Bowl played a role in early commitments. Regardless of the exact motivations, the Super Bowl remains an unparalleled platform for advertisers to reach a massive and engaged audience.
Super Bowl Sunday consistently draws record viewership, making it an unparalleled opportunity for brands to showcase their messages to a captivated audience. With last year's telecast attracting a record 115.1 million viewers, the stage is set for Super Bowl LVIII to potentially set new benchmarks, especially with the added allure of Taylor Swift's influence.
In summary, the presence of health and beauty brands in this year's Super Bowl commercials underscores a broader shift towards diversity, empowerment, and inclusivity in advertising, while also leveraging the immense reach and engagement of the Big Game to connect with audiences on a monumental scale.
Cover Photo: Buda Mendes/Getty Images
