e.l.f.'s New Campaign is a True Crime Parody

E.l.f. Cosmetics has a new campaign debuting nationwide in theaters tomorrow—“Cosmetic Criminals,” a true crime parody documentary. It will play ahead of Paramount Pictures’ new “Mean Girls” movie at select AMC locations. It is also on E.l.f.'s Youtube channel and the spot airs on Prime Video's Freevee. 

The brand is also launching a new collection called "Cosmetic Security"—and it's designed to fool "cosmetic criminals" with its vault packaging.

View the trailer embedded below. 

It's the Longest Branded Content Spot On the Big Screen

The 15-minute spot captures widespread "e.l.f.-pinching" in households everywhere. With an entire household of suspects, each with plenty reason to “borrow” their favorite e.l.f. product, viewers will want to know “who the e.l.f. did it?”

Laurie Lam, Chief Brand Officer, e.l.f. Beauty, explains, “Borrowing e.l.f. holy grails from family and friends without the intention of returning—a.k.a. Intergenerational Cos Crime—is a global phenomenon between siblings, mothers and daughters, husbands and wives, and even grandparents...This insight from our community sparked an incredible idea we had to act on.”

“Cosmetic Criminals” will be the longest branded content spot to ever run on the big screen, according to National CineMedia, the largest cinema advertising platform in the U.S.

The spot is directed by Oscar and Emmy award-nominee Alex Buono (Documentary Now!, Russian Doll) and stars Emmy Award-winning producer and four time-nominated actress Niecy Nash-Betts (Origin, RENO 911!), Nelson Franklin (Veep, New Girl), Necar Zadegan (NCIS, Girlfriends' Guide to Divorce) and more.

A New Collection Designed To Fool 'Cosmetic Criminals' 

E.l.f. also turned this social insight into a merch collection, aptly named "Cosmetic Security." The brand says it is "for fans who are experiencing e.l.f.-pinching in their homes, shared spaces or dorm rooms."

The three-piece limited edition collection includes a teddy bear, faux planter, and hollowed-out book by Heidi N. Herre.

Cosmetics are sold separately. Consumers who purchase the collection receive the three items, shown above, that are designed to easily stash beauty products in "secret compartments."

E.l.f. calls the compartments "secret vaults"—and the perfect hiding spot from "cosmetic criminals."