For many viewers, the Super Bowl commercials are more exciting to watch than the game itself. In previous years, food and beverage brands came to dominate the coveted advertising space, but this year, beauty brands like e.l.f., Cetaphil, CeraVe, NYX, and Dove scored big with their Super Bowl campaigns.It’s no coincidence that this year’s Super Bowl featured so many spots from beauty brands. Last year, e.l.f. ran its first regional Super Bowl campaign featuring Jennifer Coolidge and written by White Lotus creator Mike White, which was one of the most memorable ads of the night. Coupled with Rihanna’s not-so-subtle Fenty Beauty product placement during her halftime performance, the beauty industry’s positive reception at the 2023 Super Bowl set the stage for beauty brands to invest heavily in this year’s big game.The Super Bowl is the biggest TV event of the year by a wide margin. Last year's Super Bowl averaged 115.1 million viewers, making it the most-watched program of all time. Forbes projected a 21% increase in viewership for the 2024 Super Bowl, largely attributed to what's being dubbed the "Taylor Swift effect." Ever since singer Taylor Swift started dating Kansas City Chiefs player Travis Kelce, football has seen a significant increase in popularity among both women and young people. According to a recent survey conducted by LendingTree, 13% of Americans were more interested in football because of Taylor Swift. A report from Nielsen indicated a notable 37% increase in female NFL spectators this season. Engagement was especially pronounced among young girls aged 12 to 17, reaching 53%.