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After venturing into sticky territory with Jennifer Coolidge for its first Super Bowl ad last year, e.l.f. Cosmetics will return to the Big Game to spotlight one of its most viral products.
For its second Super Bowl outing on Feb. 11, the beauty brand’s 30-second spot will air nationally and promote an item that first gathered fame on TikTok: the Halo Glow Liquid Filter. The complexion booster, which previously featured in a 2022 video starring pop singer Meghan Trainor, was e.l.f.’s number-one selling product of 2023, with an estimated one sold every four seconds and more than 422 million views on TikTok.
While
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