e.l.f. Cosmetics has released their new true crime parody documentary, “Cosmetics Criminals” on YouTube
The 15-minute documentary was directed by Oscar and Emmy award-nominee Alex Buono, produced by Emmy Award-winning Niecy Nash-Betts and stars four-time Emmy-nominated actress Nelson Franklin. Centred around finding the culprit that pinched an e.l.f. product, an entire household of suspects is examined by viewers who want to know “who the e.l.f. did it?”.
“Our e.l.f. community was the first to tell us about widespread e.l.f.-pinching within their households,” said Laurie Lam, Chief Brand Officer, e.l.f. Beauty. “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.”
A 30-second cut of the parody documentary will also make its theatrical debut, playing ahead of Paramount Pictures’ new Mean Girls movie as well as a 30-second TV advert which will air during Love Island: All-Stars on ITV2 and ITVX.
