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EXCLUSIVE: Jennifer Coolidge Gets ‘Sticky’ in E.l.f. Cosmetics’ First Super Bowl Ad

Earlier this month, E.l.f. Cosmetics announced it would air the brand’s first TV commercial during the Super Bowl. The commercial is cowritten by “The White Lotus” creator Mike White and highlights the brand’s viral Power Grip Primer. E.l.f. looked to another “White Lotus” star to help debut the product — the company has cast Emmy and Golden Globe Winner Jennifer Coolidge to star in the commercial. The commercial will debut during the second quarter of Sunday’s Super Bowl game. The Power Grip Primer is one of E.l.f.’s biggest products — one of the brand’s videos has 68 million views on TikTok. The primer is known for its ability to grip makeup while giving skin a smooth complexion effect. E.l.f. has described this upcoming Super Bowl commercial as “the biggest media moment in the brand’s 19-year history.” “The genesis for this campaign is our community who adore Power Grip Primer. They propelled it to the number-one primer in the U.S.; coining it ‘Sticky AF’ and ‘makeup glue,’” said Kory Marchisotto, chief marketing officer of E.l.f. Beauty, in a statement. “Once we realized the viral power of Power Grip Primer, the entertainment value of the stickiness, and how much fun our community was having with it,

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