e.l.f. Makes a New Play on Big Game Viewing to Throw the Ultimate Watch Party for the Community
e.l.f. boldly plans livestream during the full game, disrupting the traditional tune-in TV experience
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250207828214/en/
e.l.f. debuts “The E.L.F. TIME Show,” an innovative second-screen companion experience running parallel to the Big Game with an all-star host lineup led by sportscaster
The beauty brand known for disrupting norms, shaping culture and connecting communities is committed to meeting every eye, lip and face wherever they are – and research shows that 70% of Americans use an average of two or more media platforms during the Big Game.*
All the action at the “E.L.F. TIME Show” on
“With our viewing party, we unleash an e.l.f. twist on democratizing access to sports fandom. We always want to be with the community, literally where they are as their tried-and-true bestie,” said
Enjoy the cheesesteaks and BBQ and experience the Big Game with the e.l.f. made entertainment roster:
“The E.L.F. TIME Show”
“The E.L.F. TIME Show,” an innovative second-screen companion experience running parallel to the Big Game, has an all-star host lineup led by sportscaster
Who is Klaus?
e.l.f. recently released “e.l.f. von zehn,” a global campaign first launched in the German market that puts real product reviews through outrageously literal and seriously funny lab tests. Klaus is e.l.f.’s new “Chief Science Officer”, who awarded e.l.f.’s Power Grip Primer, Halo Glow Liquid Filter, Lash Xtndr Mascara and Glow Reviver Lip Oil an “e.l.f. von zehn” – which translates to 11 out of 10!
“e.l.f. von zehn created a product rating scale for our global community, upholding a shared value of premium quality,” said Lam. “Why stop there? Let’s normalize the bizarre and apply Klaus’ rating system to
Democratizing access
During the Big Game, the “e.l.f. von zehn” spot will air on Tubi, which provides free entertainment to 100+ million monthly active users. e.l.f. will be the only participating beauty brand in Tubi’s live Big Game programming, a first for the streaming service.
e.l.f. is the first brand sponsoring Tubi's recently launched shoppable experience, allowing viewers to shop their e.l.f. favorites directly on shop.tubi.tv without disrupting their viewing experience.
More of a puppy fan?
e.l.f. is the Official Cosmetics Partner of Animal Planet's Puppy Bowl XXI, also on Sunday. e.l.f.’s “eyes.lips.face.fandom” ad spot will air during the four-legged sporting event on Animal Planet, Discovery and TBS. This partnership raises awareness for shelter pets and reinforces e.l.f.’s vegan and cruelty-free values.
History of total disruption:
e.l.f. is no stranger to making noise at the Big Game. In 2023, as one of the only beauty brands to show up in front of one of the largest TV audiences, e.l.f. disrupted with a sticky ad that showed everybody that beauty belongs everywhere. Last year, “Judge Beauty” delivered a verdict at the Big Game that it’s a “crime” to overpay for makeup. This year, e.l.f. takes a multi-pronged, disruptive, never-been-done before approach to the Big Game that reflects the e.l.f. ethos to bring the best of beauty to every eye, lip and face.
Tune in across our channels
*From AdTaxi, 2025
** "*
About
View source version on businesswire.com: https://www.businesswire.com/news/home/20250207828214/en/
Source:
