e.l.f. Cosmetics is no stranger to entertainment-driven advertising. In 2024, the brand wanted to continue to break free from traditional beauty marketing and take inspiration from their community and fans. Fusing beauty and entertainment once again, e.l.f. launched a blockbuster moment: ‘Cosmetic Criminals,’ a 15-minute “true crime” documentary-style commercial. The brief was to continue to position e.l.f. as an entertainment powerhouse, not just a beauty brand, and in the process create a true cultural moment. The objectives? Captivate, spark conversation, and reinforce e.l.f.’s position as an innovator within the industry and beyond.

The creative idea behind ‘Cosmetic Criminals’ was to take a community insight to action by crafting a compelling narrative centered around the real life epidemic of "intergenerational cosmetic theft." The campaign transformed this relatable consumer insight into a 15-minute long true crime parody that would ultimately result in over 7.3 Billion impressions!

e.l.f.’s creative insight stemmed from the understanding that makeup theft is not just a mundane occurrence but a shared experience among families globally. By tapping into this knowledge, e.l.f. crafted a storyline that not only entertained but felt authentic and relatable to viewers. This creative approach directly influenced the amplification of the brand message by turning a common consumer behavior into a memorable and shareable moment. The campaign subtly integrated e.l.f. Cosmetics products into the narrative, increasing brand exposure without appearing overly promotional—a commercial that actually entertained—and the audience ate it up.

The 'Cosmetic Criminals' strategy was born from real consumer insights, specifically the discovery through social listening on e.l.f.'s platforms that "moms are stealing their daughters' makeup, daughters are stealing their sisters' makeup."

This insight shed light on a genuine problem affecting our audience in real-time, prompting immediate action. The campaign addressed the startling reality of e.l.f. products often being pilfered (or we coined it, “e.l.f. pinching”) within families across generations.

Our community-building approach directly addressed this epidemic. Alongside commercial snippets, the social rollout included cosmetic-crime reports, "who done it" polls & quizzes, and cross-generational talent raising awareness about the issue.

The results were exceptional, with a 95% positive social sentiment. Comments underscored the relatability of the campaign, with users sharing their own experiences such as "I’ve also been an e.l.f. crime victim with my sister" & "FR!!! ELF HELP ME PEOPLE ARE ELF-PINCHING MY STUFF."

Under the direction of Emmy and Oscar nominee Director Alex Buono, ‘Cosmetic Criminals’ featured a star-studded cast including Niecy Nash Betts, Nelson Franklin, Necar Zadegan, and Trevor Barrett–a mix of celebrities and social media influencers, firmly planting e.l.f. in the cultural zeitgeist.

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

Centered around the plight of Olivia, a high school senior whose promposal dreams are thwarted by the disappearance of her e.l.f. makeup, the narrative unfolds as a gripping investigation ensues within her own family, where everyone’s a suspect.

Complementing the commercial's release, e.l.f. also introduced a three-piece "Cosmetic Security'' kit available on its website, offering consumers innovative solutions to safeguard their coveted e.l.f. goodies from familial perpetrators, which included a teddy bear, hollowed-out book, and faux planter.

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 14.5+ million views across YouTube and social, with an average view duration of 54.1% on YouTube, 30 million impressions across AMC Theatres, 36K minutes streamed on FreeVee, and a 4.7 star rating on Prime Video. Across social, the content accumulated over 400K engagements, 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 7.4B PR impressions and counting.