According to users of e.l.f. Cosmetics, there is a phenomenon of "intergenerational cosmetic theft” happening right in front of our eyes. Using these real-life consumer insights and a captivating narrative, the "Cosmetic Criminals" campaign represented a groundbreaking fusion of beauty and entertainment (something which e.l.f. has become known for). In its 15-minute documentary-style commercial, e.l.f. used star-studded talent, including Emmy-nominated director Alex Buono and acclaimed actress Niecy Nash Betts to deliver a riveting story of makeup pilferage with a unique blend of suspense and humor.

e.l.f. wanted to continue reinventing beauty marketing, cemented itself as a true entertainment powerhouse, not just one that sells beauty products. The brand wanted to engage its community in a fresh, compelling way. Inspired by real consumer insights, the solution was to take inspiration from the elf community and fans, while leaning into Gen Z’s love of the true crime genre and entertain them with a parody exploring "intergenerational cosmetic theft", or “Cos-Crime” as the brand labeled it. Complementing its release was a three-piece "Cosmetic Security'' kit available on e.l.f.’s website.

With a theatrical debut preceding Paramount Pictures' blockbuster release of Mean Girls, ‘Cosmetic Criminals’ marked a milestone for e.l.f. Cosmetics as the longest branded content ever showcased on the big screen.  

The "Cosmetic Criminals" campaign has redefined what is possible for a beauty brand when it comes to moving beyond the boundaries of traditional beauty marketing, delivering audiences a true entertainment experience. The campaign resonated with audiences, with current results showing 4.3 million views on YouTube with an average view duration of 54.1%, and the Cosmetic Security Kit SOLD OUT in just 2 days. The campaign also garnered attention across earned media, featured in publications from Adweek and Glossy to People and InStyle. Overall it achieved an impressive 7.3B PR impressions and counting.