Beauty bets big on the big game – Drug Store News

The Super Bowl isn’t just about movies and snack commercials. For the second year in a row, beauty made a splash during the biggest game day in the United States.
Dove, e.l.f. Beauty, CeraVe and NYX Cosmetics are just a few of the brands who got in on the big day’s action with some star power and powerful messages. 
Beauty brand Dove returned to the Super Bowl with a video offering a new twist on the classic Broadway song, “It’s the Hard Knock Life,” by highlighting the pervasive issue of low body confidence among young girls, which can stop them from playing the sports they love. 
Pro athlete Steve Young and his two daughters, as well as champion Venus Williams, will lend their support for the Body Confident Sport campaign alongside Kylie Kelce. 
E.l.f. Cosmetics took viewers to the courtroom with “Judge Beauty,” a humorous take on the infamous series led by Judge Judy Sheindlin, who also appears in the spot. 
Set in e.l.f. Court, the highest court in the land for crimes committed against the eyes, lips and face, the spot features “Suit” actors Rick Hoffman and Gina Torres, as well as Meghan Trainor, “Jury Duty” star Ronald Gladden, Heidl N Closet from “Ru Paul’s Drag Race,” comedian Benito Skinner, Sarah Rose from “Judy Justice” and former NFL player and Emmy-winning host Emmanuel Acho. 
NYX Cosmetics and Grammy-award-winning artist Cardi B joined forces for an ad that tackles the male-dominated football industry by putting powerful women at the forefront. 
Highlighting its new Duck Plumping High Pigment Plumping Lip Gloss, the commercial flips the script on male stereotypes with a humorous look at the extreme plumping sensation of the gloss. 
CeraVe is highlighting its dermatological background, and ensuring that its name has nothing to do with actor Michael Cera. 
The humorous campaign includes a commercial featuring Cera promoting his namesake brand, but the campaign is quickly debunked with the brand reminding viewers that it has always been developed with dermatologists—not the actor. 
Although not aired during the big game, Cetaphil took inspiration from the big game and debuted a campaign video that showcases how Taylor Swift’s relationship with Kansas City Chiefs player Travis Kelce has boosted football popularity among pre-teen fans. 
The #GametimeGlow initiative looks at how prioritizing family values and genuine connection over internet trends and celebrity endorsements can deepen the bond between parent and child.

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