e.l.f. Beauty's Laurie Lam on the Super Bowl Ad with Jennifer Coolidge | Variety Studio presented by Canva

Transcript

00:00Your partnership with Jennifer Coolidge, which I think was a kind of a milestone for the brand. How did that come together?

00:06Why why was she the right person to team up with first you did you hear that it came together in three weeks?

00:12I did not

00:14So this was a we a game made a game time decision

00:17But the story behind this was we had a incredibly sticky product one of our holy grails

00:22Actually the leading product in mass today, which is power grip primer. It is a product that helps make up grip better

00:29So make it long-lasting but also give you a really dewy complexion and help you if your look all day

00:33So it was a very sticky product. It actually had gone viral on tick-tock

00:38People were using it to stick objects to their face to see how sticky it was. There was like a litmus test

00:44They would stick paper toothpaste this vase. They would try

00:48They would also play with it in terms of its sticky tactileness

00:51So you can argue there was a benefit that was sticky

00:53But also there was an entertainment factor that was sticky on top of that

00:57we looked at starting to dabble into you know new worlds and new platforms as we always do was I've lit first and

01:04we saw that there was a

01:07Jennifer Coolidge had just come out of White Lotus and I don't know if you remember this

01:11But when she first came offstage after winning they said what role would you like to play next?

01:15This woman probably could have said anything and she probably would have had 20 offers on her door the next day

01:19She actually said she wanted to be a dolphin

01:22Elf is a brand that answers the call of art

01:24Not only our community but those around us and when she said that we said we're gonna go ahead and do that

01:30So what we did was create a dolphin skin with her. We put her in a commercial

01:33We took the stickiest product the stickiest star arguably coming off of White Lotus

01:38We took Mike White and actually who helped write this with us and we produced a actual commercial

01:45Then it said well, where are we gonna put this commercial?

01:48We looked at the calendar and we said that Super Bowl was actually gonna happen in three weeks

01:51So it became a Super Bowl commercial and that's how it all came together

01:55Because a Super Bowl at the time and it still is you know

01:58The viewership that it had that year had actually grown and I think last year was a year

02:02We saw the highest viewership and it's no mistake when you watch the Super Bowl, which is the stickiest game

02:08It's actually catering to 50% women who are watching the game. Yeah, so the stars aligned here for the stars all aligned

02:15Everything was sticky sticky sticky and we made it work of a commercial

02:21You