Category
Fashion
Scaled Restraint
Trend cluster
Category
Football
Glamour
Beauty and skincare brands tap into Super Bowl advertisements.
5.9
Trend score
Trend
What is the Football Glamour trend?
Football Glamour: The Super Bowl, traditionally a bastion of sports and beer commercials, is now embracing the beauty and skincare industry. This shift is exemplified by the advertising presence of brands such as e.l.f. Cosmetics, CeraVe, and NYX.
Insight
The consumer insight behind the Football Glamour trend
As female celebrities and influencers establish connections with prominent NFL players, their fandom is influencing more women to engage with football, particularly events like the Super Bowl. Brands are seizing this opportunity by targeting female fans through strategic advertising during the Super Bowl, effectively blending the sectors of sports, beauty, and skincare. This strategic shift not only broadens the league's demographic appeal but also presents businesses with a prime opportunity to engage with a diverse audience.
Trend themes
Themes within the Football Glamour trend
Three behaviours holding the trend together01
Sports-Beauty Convergence
Beauty and skincare brands are creatively leveraging high-profile sports events like the Super Bowl to reach a broader and diverse demographic.
02
Celebrity Endorsements in Beauty
Influential celebrities and athletes collaborating with beauty brands are transforming traditional gender and cultural boundaries within the beauty industry.
03
Humorous and Educational Campaigns
Ad campaigns that blend humor with informative content are capturing consumer attention and effectively communicating brand values.
Industry implications
What the Football Glamour trend means for industry
Where the trend changes the playbookFor
Beauty and Skincare
Emerging trends emphasize inclusivity and affordability, broadening the appeal beyond traditional beauty industry demographics.
For
Sports Entertainment
The integration of diverse advertising efforts during significant sporting events is transforming how brands interact with sports audiences.
For
Celebrity Influence and Endorsement
Collaborations between brands and high-profile personalities are redefining marketing strategies and broadening consumer engagement across multiple sectors.
Workshop question
In what ways can your brand leverage current pop culture trends to diversify and expand your target audience?
Trend signals
Trend signals for Football Glamour
Trend score 5.9 out of 10, from popularity 85%, activity 71%, freshness 21%.
Popularity85%
Activity71%
Freshness21%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Football Glamour trend
4 featured examples from Feb 2 to Feb 12, 2024CategoryMarketing
Inclusive Beauty Campaigns
The e.l.f. 'Judge Beauty' Campaign Will be Featured at Super Bowl 2024
The e.l.f.
CategoryFashion
Extreme Plumping Glosses
The First-Ever NYX Big Game Ad is Dropping with an Exclusive Lip Shade
The launch of NYX Professional Makeup's plumping gloss and the success of their Big Game campaign demonstrate the continued innovation and market potential within the beauty indus…
CategoryFashion
Whisky-Inspired Lipstick Shades
Fireball Debuts the Cinnamon Delight Lipstick for the Super Bowl
Fireball's whisky-inspired lipstick expands their existing portfolio and demonstrates a potential disruptive innovation opportunity for alcoholic beverage companies to venture int…
CategoryMarketing
Tongue-in-Cheek Skincare Ads
CeraVe Collaborates with Michael Cera on Hilarious Ad
The humorous advertising campaign and influencer partnerships present disruptive innovation opportunities for skincare brands to engage with their audience in a unique way.
