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

Core Insights - E.l.f. Beauty is focusing on long-term brand awareness through significant marketing investments, including a Super Bowl ad, which has increased brand awareness from just over 10% five years ago to over 40% today [1][2]. Marketing Strategy - The company aims to convert the two-thirds of women who are not currently customers, as only one in three women shop at e.l.f. [2]. - E.l.f. maintains a competitive pricing strategy, with approximately 75% of its products priced at $10 or less, appealing to consumers who are becoming more selective with their spending [2]. - The marketing budget for the year is projected to be 24% to 26% of sales, indicating a commitment to reinvest in brand awareness and customer acquisition [5]. Super Bowl Advertising - E.l.f.'s Super Bowl LX commercial will feature its best-selling product, Glow Reviver Lip Oil, in a campaign starring notable actors and targeting Hispanic households, which represent 18% of its buyers [6][7]. - The ad will be broadcast on multiple platforms, including Peacock and Univision, and is expected to reach a wide audience, including fans of the halftime show headlined by Bad Bunny [7]. Financial Performance - For the quarter ending December 31, e.l.f. reported a GAAP diluted EPS of $0.65, exceeding estimates, with net sales increasing by 38% to $489.5 million, partly due to the addition of the Rhode brand [8]. - The company has raised its full-year outlook, projecting net sales growth of 22% to 23% and higher adjusted EBITDA guidance [8].