How e.l.f. Beauty has used Super Bowl ads to rocket from 10% brand awareness to 40%

Good morning. E.l.f. Beauty CFO Mandy Fields wants to play on the biggest stage there is.

The rising beauty powerhouse, a Gen Z favorite, ran its first Super Bowl Sunday ad in 2023. From a finance perspective, Fields said the company’s confidence in big-ticket Super Bowl investments stems from their long-term impact on brand awareness rather than a focus on immediate dollar-for-dollar return. Brand awareness was a little over 10% five or six years ago, and today it’s over 40%.

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