e.l.f. Beauty's True Crime Parody Calls for End to Cosmetic Theft

Playing ahead of the Mean Girls movie, the satire is the lengthiest branded content ever to run on the big screen

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

True crime isn’t always about murder. The genre can also include small-time scams, corporate espionage and, in e.l.f. Beauty‘s case, missing makeup.

The brand ventured into the true crime game with “Cosmetic Criminals,” which addresses the taboo topic of intergenerational makeup theft. This 15-minute satire uses the familiar formula of a hard-hitting documentary to tell the tale of a family torn asunder by their need for beauty products.

The short film was directed by Alex Buono (the filmmaker behind Russian Doll and Documentary Now!) and features an all-star cast, including Niecy Nash-Betts, Nelson Franklin and Necar Zadegan.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in