Jennifer Coolidge, the White Lotus star was hired by e.l.f. Cosmetics for its Super Bowl ad, but her return to the screen and subsequent brand deals is a lesson on ageism and a chance to tap into changing consumer behaviour
Jennifer Coolidge's Hollywood comeback and subsequent brand deal with e.l.f highlights ageist beauty standards
Who doesn't like a comeback story? Especially one with a star as likeable as Jennifer Coolidge.
An actress whose comedic timing in the early 2000s won over hearts as Stifler's Mom in American Pie and nail technician Paulette Bonafonté in Legally Blonde, Coolidge largely disappeared from screens until her 'unretirement' in the hit series White Lotus.
And her return has been rewarded; she’s won her first Golden Globe, her first Emmy and Entertainment Weekly named her Entertainer of the Year. Coolidge's renaissance has even expanded to brand deals following her latest role as the face of e.l.f. Cosmetics' Super Bowl ad, with related videos viewed more than 675m times on TikTok, making the 61-year-old arguably the most popular non-Gen Z on the platform.
But she isn't...
This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Or
Subscribe now to premium content on Cosmetics Business
