# e.l.f. eyes.lips.face.sticky.

> Jennifer Coolidge’s paid primer ad tripled site traffic, e.l.f. reported.

- Owner: e.l.f. Cosmetics
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2023-02-12
- Peak date: 2023-02-13
- Spread Score: 44 (Notable), v1.2
- Mechanics: Newsjacking, Transgression, Platform jump, Visible in use, Scarcity drop

## Summary

e.l.f. teased a Coolidge primer ad, then aired it regionally during the Super Bowl. A Reddit thread and press coverage followed. The brand reported tripled site traffic, extended its paid TV rollout and turned the campaign into merchandise and a lip kit.

## Timeline

- 2023-02-09 — e.l.f. Cosmetics (Open web) — e.l.f. released a teaser featuring Jennifer Coolidge and announced its first television commercial.
- 2023-02-12 — e.l.f. Cosmetics (TV) — The full commercial debuted during the Super Bowl, with Coolidge getting stuck to objects after applying primer.
- 2023-02-13 — NPR / MediaPost (Press) — Launch-week coverage included NPR’s critique and Lam’s reported website traffic increase.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/elf-eyes-lips-face-sticky

Cite as: How It Spread (2026). “e.l.f. eyes.lips.face.sticky..” Case HIS-00578. Spread Score v1.2: 44/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00578