The surprising star behind the primer
In this first sub-section, we unmask the actress who brings zest and humor to the much-talked-about e.l.f. Beauty commercial. The viral “eyes. lips. face. fandom.” campaign features Joey King, a talented actress known for her roles in The Kissing Booth and Bullet Train, as the ever-enthusiastic superfan who refuses to remove her team-color face paint—from morning routines to dinner with the boyfriend’s parents. Her steadfast dedication, made possible by e.l.f.’s Power Grip Primer, is the ad’s playful centerpiece.
Joey King’s on-brand charm and career at a glance
Joey King embodies the perfect blend of relatable energy and comedic flair that made this campaign stand out. At just 25 years old when the ad dropped in November 2024, she brought a playful earnestness that’s hard to resist. As the face of the campaign, she channels the competitive spirit often seen in sports-obsessed fans—and elevates it with tongue-in-cheek humor as her character never washes off her fan face, not even for intimacy or professionalism.
Why this ad campaign made an impact
Several elements combined to make this e.l.f. campaign a memorable cultural moment:
Great timing & wide exposure: Debuting during the Macy’s Thanksgiving Day Parade and airing throughout football season ensured massive visibility—reaching an estimated 22 million viewers.
Sticky storytelling: The ad frames the Power Grip Primer not just as makeup—but as a metaphorical glue that keeps superfans true to their fandom (and relatable quirks).
Star power: Joey King’s vibrant performance, paired with Lucien Laviscount—best known from Emily in Paris—adds charisma and narrative chemistry.
Inclusive brand messaging: e.l.f. positions itself as a beauty brand for “every eye, lip and face,” celebrating individuality—and reaching into traditionally unexpected realms like sports fandom.
What fans and media are saying
Reception across outlets was overwhelmingly positive:
Media applaud: People highlighted King’s comedic timing and the journey through daily life—bed, spin class, office—all while sporting face paint, thanks to the primer.
Industry buzz: The Zoe Report dubbed it a “beauty touchdown,” emphasizing the cultural crossover of makeup and sports fandom.
Marketing insight: Marketing Brew framed e.l.f.’s creative strategy as building on previous successes—Jennifer Coolidge’s Super Bowl ad, and now Joey King’s sports-themed narrative—to keep beauty ads fresh and entertaining.
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