Super Bowl LX is projected to attract over 120 million viewers, potentially exceeding the record-breaking viewership of the previous year.

As the Seattle Seahawks and the New England Patriots suit up for the big showdown on Sunday, Feb. 8 at Levi’s Stadium in Santa Clara, Ca., several brands in the beauty and personal care space have scored the chance to flex their creative muscles to promote their products and services on television’s most coveted spot.

This year, Dove, ELF Cosmetics, Old Spice and Evolution of Smooth will return as featured 30-second commercials, while Manscaped and Tree Hut make their debut.

Dove Applauds Girls in Sports

Dove continues to flock in favor of body confidence for girls. For the third year, the brand is keeping girls in the game by helping them focus on what their bodies can do, not how they look, when on the field, per brand officials. Research by the brand shows that one in two girls who quit sports have been criticized for their body type. Appearance-based scrutiny has pushed girls out of athletic activities that prove to build self-esteem and body confidence, officials say.

Dove Body Confident Sport program is a scientifically proven set of coaching tools launched in 2023 to help kids ages 11–17 build body confidence and feel a sense of belonging in sports. Ahead of Super Bowl LX, Dove is expanding its Body Confident Collective to unite game-changing female leaders in sport who understand firsthand how body confidence shapes girls’ experiences on and off the field. New and returning partners include soccer star Alyssa Thompson; equality champion Billie Jean King; Basketball Coach Dawn Staley; Field Hockey Athlete and Coach Kylie Kelce; Soccer legend Mia Hamm; Coach, speaker and Women’s National Football Conference (WNFC) Founder Odessa Jenkins; and rising tennis star Victoria Mboko.

“’The Game Is Ours’ centers on more than 90 young athletes in a bold, movement-driven spot where collective choreography across sports like swimming, track and field, American football and mixed martial arts captures the unstoppable force of confident girls coming together,” said Marcela Melero, chief growth officer, Dove personal care & masterbrand North America. “The real sounds of their bodies during play become the soundtrack for the campaign. As their movement and voices build, their joyful sounds cut through and drown out negative body talk—proving that their joy is louder, and that the game is theirs to play.”

EOS’s ‘Almost-Edible’ Cashmere Body Mists

With sweet and savory eats the pièce de resistance for epic Super Bowl parties, Evolution of Smooth is capitalizing on the year’s richening gourmand trend in promotion of its new Cashmere Body Mists.

In EOS’s second-year Super Bowl commercial, the brand’s “almost-edible” scent mists are mistaken for literal cake. Brand officials say its commercial aims to support a broader strategy to fuel EOS’ fast-growing body care and fragrance business. (Gourmand fragrance interest is reportedly up 172.4% year-over-year across platforms, per brand research.) They’ve achieved this by scoring comedian and “Is It Cake?” Host Mikey Day who brings his zany humor to cut into the truth. The Cashmere Body Mist collection is designed to deliver “crave-worthy” scents like whipped vanilla, soft musk and caramel.

Tree Hut ‘Uncontains’ Self-Expression

Viral body care brand Tree Hut is making its Super Bowl debut with a colorfully chaotic, creator-led campaign showcasing some of the brand’s new scents.

“Uncontain Yourself” stars creators Paul Fino, Lanie Kristin, Olivia DeJarnett, Courtney Quinn, Valeria Stephanie, Emily Lula May and Lisi German. Powered by creator content for at least a decade, Tree Hut has become one of the most highly followed body care brands across social platforms. Brand officials say its Super Bowl debut amplifies that foundation (and in this case, adds more color to it!) with the energy of TikTok to broadcast while pushing back against the restraint of the “Clean Girl” aesthetic.

“This moment represents a meaningful milestone for Tree Hut,” said Chief Marketing Officer Luis Garcia. “Creators have played a foundational role in shaping how consumers discover, engage with, and fall in love with the brand, so centering them in our first Super Bowl campaign reflects who we are and how we’ve grown. It’s a celebration of the community that helped build Tree Hut.”

Manscaped Gets Musical in ‘Hair Ballad’ Campaign

Men’s grooming brand Manscaped is giving the microphone to the unwanted hairballs men shave off with their Manscaped tools in its first gut-busting Super Bowl commercial. Developed with creative agency Quality Meats, Manscaped introduces its new brand platform, Mancare Your Everywhere.

The singing hairballs were handmade by production company Can Can Club. The so-called “emotive critters” aim to turn the disposable into the unforgettable.

“We wanted to create something America’s eyeballs have never seen before, and not go the typical Super Bowl route of hot new celebrity for the sake of hot new celebrity,” explained Gordy Sang, co-founder and co-chief creative officer of Quality Meats. “So we went the exact opposite direction: grotesque-yet-weirdly-lovable singing hairball monsters who are ultimately chopped off and thrown away due to Manscaped.”

Comedy plays a central role in Manscaped promotional videos. The brand previously worked with comedian Pete Davidson following the 2023 launch of its Lawn Mower 5.0. Last year, Manscaped used cheeky humor in promotion of its facial tool line with a Selfie Campaign encouraging face over groin pics.

Last month, the brand launched its new Lawn Mower 5.0 Ultra Desert Sand featuring the premium upgrades and elevated performance of the original tool in a refined, neutral colorway designed to evoke “timeless sophistication,” per the brand.

Founder and CEO Paul Tran was named an Entrepreneur Of The Year 2022 Pacific Southwest Award winner.

Check out Dove’s Super Bowl LX commercial, here:

Old Spice’s Immersive Fan Experience at Super Bowl LX

Old Spice is bringing fans an “Unrivaled Freshness Experience” to San Francisco’s Embarcadero Plaza as part of Super Bowl LX week festivities.

From Feb. 5-7, visitors can walk through a 53-foot “rolling fortress of freshness” entailing interactive locker room scenes. New Old Spice product showcases will get them “Game Day-fresh,” officials said. The installment will also feature the new cologne-infused Spice Alchemist collection, alongside a pro-level upgrade to Swagger and samples from Old Spice’s NFL Collection.

Apart from a chance to score Super Bowl LX tickets and sign up for the Old Spice Clippership Club, the brand’s new reward-offering fan club, fans will be assigned a locker with prizes including Old Spice product.

“As the Greatest Smell in the NFL, Old Spice owns the playbook to smelling great and the long-lasting sweat and odor protection that athletes demand,” said Kate DiCarlo, senior director of communications, Old Spice. “In San Francisco, fans will be wowed by plays on the field, but not before they experience Unrivaled Freshness that makes them feel like they can break the huddle and lead their team to the title.”

ELF Unveils Telenovela-Inspired Campaign

ELF is returning to the Super Bowl, this time ahead of Halftime, to highlight its Glow Reviver Lip Oil.

The hilarious Telenovela-inspired campaign starring Melissa McCarthy, TV doctor Nicholas Gonzalez and telenovela villain Itatí Cantoral, celebrates positivity, inclusivity and accessibility, officials said.

The “ELF-enovela,” named “Melisa,” opens with McCarthy’s character awakening in a hospital bed to discover she has only one day to learn Spanish before watching a large reggaeton concert. Her unlikely savior is ELF’s Glow Reviver Lip Oil.

The campaign reportedly draws inspiration from a highly engaged cultural conversation surrounding the details of Super Bowl LX entertainment programming, particularly, the halftime show. English-speaking communities embraced the idea of learning Spanish to be fully engaged with one of the most significant and shared-experience cultural events. Six-time Grammy winner Bad Bunny is set to headline the Super Bowl LX halftime show. Bad Bunny made Grammy history at the 2026 Awards, after becoming the first artist to win Album of the Year for a Spanish-language project with Debí Tirar Más Fotos. He also won Best Música Urbana Album and Best Global Music Performance.