How e.l.f. Beauty has used Super Bowl ads to rocket from 10% brand awareness to 40% [Fortune]
Uber Technologies, Inc. (UBER)
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Source: Fortune
Good morning. E.l.f. Beauty CFO Mandy Fields wants to play on the biggest stage there is. Recommended Video 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. “We've seen our brand awareness go from 13% five or six years ago to now over 40%,” Fields told me. With only one in three women currently shopping e.l.f., Fields sees a sizable runway. Each wave of awareness-building activity, she said, gives the brand access to the two-thirds of women who are not yet customers. About 75% of e.l.f.'s portfolio remains priced at $10 or less even after a recent price increase in August, a stance Fields said resonates with consumers becoming more selective with their spending. On average, a 30-second Super Bowl ad in 2025 ranged from $7
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