"Who the e.l.f. did it?" is the question behind Cosmetic Criminals, the new true crime parody documentary from e.l.f. Cosmetics. This mockumentary was created to document "widespread e.l.f.-pinching in households everywhere" and it's full of suspenseful twists that will keep viewers' eyes glued to the screen.
The true crime parody features a full household of suspects, each of which has their reasons for wanting to "borrow" a favorite product from e.l.f. Cosmetics.
The 15-minute spot from the cult beauty brand is set to make its theatrical debut ahead of Paramount Pictures’ new Mean Girls movie at select AMC locations. According to National CineMedia, Cosmetic Criminals will be the longest branded content spot to ever run on the big screen.
Beauty Crime Mockumentaries
e.l.f.'s Cosmetic Criminals is a True Crime Parody Documentary
Trend Themes
1. True Crime Parodies - The popularity of true crime parodies, like e.l.f.'s Cosmetic Criminals, presents opportunities for brands to use humor and suspense to engage their audience.
2. Branded Content on the Big Screen - The success of Cosmetic Criminals as the longest branded content spot on the big screen highlights the potential for brands to reach a wider audience through theatrical releases.
3. Mockumentaries in Advertising - The rise of mockumentaries in advertising, exemplified by e.l.f.'s Cosmetic Criminals, allows brands to entertain and captivate consumers by applying a fictional storytelling format to their marketing strategies.
Industry Implications
1. Cosmetics - The true crime parody documentary, Cosmetic Criminals, offers a disruptive innovation opportunity for cosmetics brands to create engaging and entertaining content that resonates with their target audience.
2. Film and Entertainment - The success of Cosmetic Criminals as a branded content spot in theaters suggests a disruptive innovation opportunity for film and entertainment companies to create more collaborations with brands for unique theatrical experiences.
3. Advertising and Marketing - The utilization of mockumentaries in advertising, such as e.l.f.'s Cosmetic Criminals, presents a disruptive innovation opportunity for agencies and marketers to explore new storytelling techniques that capture consumer attention.