Telenovela-Inspired Beauty Campaigns

e.l.f. Cosmetics' Big Game Ad Airs Ahead of Halftime

Spanish-language rap artist Bad Bunny will perform the halftime show at the Super Bowl in 2026, inspiring brands to weave cultural resonance and representation into their campaigns—as seen in the telenovela-infused e.l.f. Cosmetics' Big Game campaign starring Melissa McCarthy. Actor and TV doctor Nicholas Gonzalez, telenovela villain Itatí Cantoral, and e.l.f. Glow Reviver Lip Oil are also an integral part of the story of love and betrayal, which introduces that McCarthy's character has just one day to learn Spanish before the biggest reggaeton concert in America. Ultimately, lip oil is the unlikely hero, providing the power to help Rs to roll off the tongue.

With Duolingo, the affordable beauty brand is offering a complimentary Super Duolingo subscription to all e.l.f. Beauty Squad loyalty members so they can learn Spanish without the ads.

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