THE WHAT? L’Oreal’s NYX Professional brand is celebrating its 25th anniversary with its first Super Bowl commercial. The 30-second ad will showcase the recently launched Duck Plump Extreme Plumping Gloss.
THE DETAILS According to a report published by WWD, the Super Bowl is attracting a growing female audience; several beauty brands have advertised in the coveted spots in recent years, including Elf, Fenty Beauty and Olehenriksen.
THE WHY? WWD suggests that the move is part and parcel of the brand’s current drive to align itself to popular culture – building on its launch of a Barbie-themed make-up range last summer and sponsorship of the New York Liberty WNBA team.
Denee Pearson, Global Brand President at NYX told WWD, “NYX Professional Makeup is a beauty brand rooted in entertainment. This year we are continuing our viral dynamic with pop culture content made to be loud, colorful and fun; as a powerhouse brand of beauty and culture, we are making our mark on the ultimate entertainment stages around the world.”
