e.l.f. Cosmetics: Cosmetic Criminals

Within the e.l.f. Cosmetics community, there's a phenomenon of "intergenerational cosmetic theft” happening right in front of our eyes. Using 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.