You’ve seen the face paint. Half a face, actually. It’s a bright, startling teal that shouldn’t look good on anyone, yet somehow, Joey King makes it look like high fashion. If you’ve been watching any live sports or caught the Macy’s Thanksgiving Day Parade recently, you’ve definitely stumbled upon the Joey King e.l.f. commercial. It’s everywhere.
The campaign, titled "eyes. lips. face. fandom.", isn't just another 30-second spot. It’s a weirdly relatable dive into the world of sports superstitions and the terrifying reality of meeting the parents. Honestly, the first time I saw it, I thought it was a trailer for a new rom-com. It has that vibe. King plays a die-hard football fan who is so superstitious she refuses to wash off her team colors. Ever.
What Really Happens in the Joey King e.l.f. Commercial?
The premise is basically a nightmare for anyone who cares about "first impressions." Joey King’s character is heading to meet her boyfriend’s parents for the first time. The boyfriend? He’s played by Lucien Laviscount, the heartthrob from Emily in Paris. They make a gorgeous couple, except for the fact that she has a massive teal streak covering half her face.
It gets better—or worse, depending on how you feel about awkward social situations.
👉 See also: The Real Story Behind I Can Do Bad All by Myself: From Stage to Screen
The parents are fans of the rival team. They’re decked out in purple. They’re confused. They’re judgmental. "So, you never take it off?" the father asks. Then we get a montage of Joey King living her best, teal-streaked life. She’s sleeping with it on. She’s at a spin class. She’s in a professional office setting. The joke is that it doesn't budge. The secret weapon? The e.l.f. Power Grip Primer.
Why This Ad Is Actually Genius Marketing
E.l.f. Cosmetics is doing something pretty smart here. They aren't just selling makeup to people who want to look pretty for a night out. They’re targeting the "fandom."
- The Stats: E.l.f. claims that one Power Grip Primer is sold every 3.5 seconds. That’s insane.
- The Target: They’re leaning into the fact that 48% of sports fans are women.
- The Director: The spot was directed by Alex Buono, the same guy who did the "Cosmetic Criminals" parody. He knows how to make things look cinematic and funny at the same time.
Kory Marchisotto, the Chief Marketing Officer at e.l.f. Beauty, mentioned that the brand wants to break stereotypes. They want to show that the "beauty world" and the "sports world" are the same thing—communities of people who are passionate, loud, and maybe a little bit obsessive.
✨ Don't miss: Love Island UK Who Is Still Together: The Reality of Romance After the Villa
The Lucien Laviscount Factor
Let’s be real. Having Lucien Laviscount in the Joey King e.l.f. commercial was a tactical move. He’s the ultimate "boyfriend" archetype right now. Seeing him play the supportive partner who just accepts that his girlfriend is a teal-faced fanatic is kind of adorable.
Laviscount actually admitted in a press release that he didn't expect to be in a makeup commercial. But that’s the point. E.l.f. loves to disrupt things. Last year they had the Suits cast and Judge Judy in a courtroom-themed Super Bowl ad. This year, they’re taking over the football stadium.
Does the Power Grip Primer Actually Work?
People are asking if the primer is actually that "sticky." It’s become a bit of a meme. The product is known for having a gel-like texture that literally grips your makeup. While you probably shouldn't wear face paint for three months straight like Joey King’s character, the ad highlights a real pain point: makeup melting off during a long day (or a long game).
🔗 Read more: Gwendoline Butler Dead in a Row: Why This 1957 Mystery Still Packs a Punch
The commercial ends with a moment of peace. The primer becomes the bridge between the rival fans. Everyone ends up in face paint. It’s wholesome, it’s chaotic, and it’s very e.l.f.
Actionable Tips for Nailing the "Fandom" Look
If you're actually planning on using the Power Grip Primer for your next game day, here’s the expert way to do it:
- Prep is everything. Apply the primer to clean, moisturized skin.
- Wait for the "tack." This is the part most people get wrong. You have to let it sit for about 30 seconds until it feels slightly sticky before you put on your foundation or face paint.
- Set it or forget it. If you want Joey King levels of staying power, use a setting spray after you’re done.
The Joey King e.l.f. commercial works because it doesn't take itself too seriously. It acknowledges that being a fan is a little bit crazy. Whether you’re a fan of the home team or just a fan of $10 primer that actually works, the message is the same: stay sticky.