e.l.f. wanted to continue reinventing beauty marketing, cementing itself as a true entertainment powerhouse and not just one that sells beauty products. Stemming from real consumer insights, inspiration was taken from the e.l.f. community while leaning into Gen Z’s love of the true crime genre. The result: a parody exploring "intergenerational cosmetic theft," or “Cos-Crime” as the brand labeled it. Crafted with meticulous attention to detail, the campaign unveiled the startling reality that e.l.f. products often fall victim to familial pilferage across generations, as echoed in social media sentiments. Thus, “Cosmetic Criminals” was conceived, blending the allure of true crime entertainment with e.l.f. community's affinity for captivating narratives. Complementing the release of the commercial was a three-piece "Cosmetic Security'' kit available on elf’s website. A theatrical debut preceded the blockbuster release of “Mean Girls," a milestone for e.l.f. as the longest branded-content ever showcased on the big screen.

The director had a very hands-on approach throughout the casting process, which was led by veteran casting director Jill Anthony Thomas. Her background as a casting director is primarily in feature films and television, so she approached the casting process like she was casting a feature film style documentary. She held an exhaustive nationwide search for the teenage talent and held multiple rounds of auditions. Once she found the incredible lead teens, she built the family around them. Together with the director, they strived to create an inclusive cast that reflects the diverse consumers of e.l.f. products. Collaboration with the agency was integral to the search, which concluded when the ensemble cast was assembled, including ‘New Girl’ and ‘Veep’ star Nelson Franklin and ‘NCIS’ star Necar Zadegan and multi-award-winning actress Niecy Nash-Betts, best known for her role as Deputy Raineesha Williams on ‘Reno 911.’