# Football Glamour Beauty and skincare brands tap into Super Bowl advertisements. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Feb 27, 2024 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/gridiron-glamour ## Key Figures - Trend score: 5.9/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 2 to Feb 12, 2024 - Published: Feb 27, 2024 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Football Glamour trend ### 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. ### Celebrity Endorsements in Beauty Influential celebrities and athletes collaborating with beauty brands are transforming traditional gender and cultural boundaries within the beauty industry. ### Humorous and Educational Campaigns Ad campaigns that blend humor with informative content are capturing consumer attention and effectively communicating brand values. ## What the Football Glamour trend means for industry ### For 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 for Football Glamour Trend score 5.9 out of 10, from popularity 85%, activity 71%, freshness 21%. - Popularity: 85% - Activity: 71% - Freshness: 21% ## Examples of the Football Glamour trend 4 featured examples from Feb 2 to Feb 12, 2024. - [Inclusive Beauty Campaigns](https://www.trendhunter.com/trends/judge-beauty): The e.l.f. 'Judge Beauty' Campaign Will be Featured at Super Bowl 2024 (Category: Marketing) Implication: The e.l.f. - [Extreme Plumping Glosses](https://www.trendhunter.com/trends/nyx-big-game): The First-Ever NYX Big Game Ad is Dropping with an Exclusive Lip Shade (Category: Fashion) Implication: 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… - [Whisky-Inspired Lipstick Shades](https://www.trendhunter.com/trends/fireball-1): Fireball Debuts the Cinnamon Delight Lipstick for the Super Bowl (Category: Fashion) Implication: Fireball's whisky-inspired lipstick expands their existing portfolio and demonstrates a potential disruptive innovation opportunity for alcoholic beverage companies to venture int… - [Tongue-in-Cheek Skincare Ads](https://www.trendhunter.com/trends/cerva): CeraVe Collaborates with Michael Cera on Hilarious Ad (Category: Marketing) Implication: The humorous advertising campaign and influencer partnerships present disruptive innovation opportunities for skincare brands to engage with their audience in a unique way. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)