Who the e.l.f. did it?
e.l.f. Cosmetics Launches “Cosmetic Criminals” True Crime Parody.
e.l.f. Cosmetics has released a unique true crime parody titled “Cosmetic Criminals”, shedding light on the widespread phenomenon of “cos-crime” or “e.l.f.-pinching”. This humorous short film, directed by Alexander Buono, stars Sydney Malakeh, Michelle Mao, and Necar Zadegan, and runs for 15 minutes.
“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 – even grandparents are not spared. This insight from our community sparked an incredible idea we had to act on,” said Laurie Lam, Chief Brand Officer, e.l.f. Beauty.
The story revolves around intergenerational cosmetic theft within a family, highlighting how products like O FACE Satin Lipstick, H2O Proof Eyeliner Pen, Lash ‘N Roll Mascara, Holy Hydration Face Cream SPF 30, Halo Glow Beauty Wand, and Glow Reviver Lip Oil mysteriously disappear from their rightful owners.
The film humorously depicts various family members as suspects, including Olivia’s rebellious younger sister Charlotte, her mother Carolyn, and even her boyfriend Ari. The narrative is filled with twists and turns as each character is questioned about their potential involvement in the “cos-crime.”
To address the rise in cos-crime, e.l.f. has also launched a Cosmetic Security Collection, featuring items like a bear concealer and a faux planter designed to keep beauty products safe and stylishly hidden.
“Cosmetic Criminals” is the first-ever branded content spot to run on the big screen, premiering in select theaters in California ahead of the release of Paramount Pictures’ “Mean Girls” movie. The parody not only entertains but also resonates with e.l.f.’s diverse customer base, from boomers to Gen Z, sparking both laughter and reflection on the shared experience of borrowing and not returning beauty products.
https://youtu.be/UNb07Sg5qxQ
https://www.youtube.com/shorts/0OpVEjIXlrM?feature=share
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