THE WHAT? Elf Cosmetics has released a true crime parody documentary on Amazon Freevee. Cosmetic Criminals, as the show has been named, will also make its theatrical debut ahead of Paramount Pictures’ new Mean Girls movie at select AMC locations.
THE DETAILS The 15-minute spot is said to be the longest branded content ever to run on the big screen and stars Niecy Nash-Betts, Nelson Franklin, Necar Zafegan and more.
THE WHY? Laurie Lam, Chief Brand Officer, Elf Beauty, reveals, “Our Elf community was the first to tell us about widespread Elf-pinching within their households. Borrowing Elf holy grails from family and friends without the intention of returning, aka 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.”