e.l.f. targets Gen Z community with YouTube documentary 'Cosmetics Criminals'

e.l.f. Cosmetics has taken to YouTube once again with its latest release. The new true crime parody documentary, called "Cosmetics Criminals", appeals to e.l.f.'s Gen Z and Millenial social media following whilst creating brand awareness.

Since 2004, e.l.f. Cosmetics has made high-quality beauty accessible to every eye, lip and face. Now, thanks to the rise of social media, the cosmetics company is broadening its horizons in the realm of YouTube. However, this isn't the brand's first foray into the social media platform. Back in July 2023, e.l.f. launched a branded YouTube series with Channel 4.0's 'Ready or Not' series.

Now, after reaping the rewards of its previous marketing campaign, the brand returns to the platform with its new venture best described as a "true crime parody documentary with suspenseful twists and turns".

The 15-minute documentary was directed by Oscar and Emmy award-nominee Alex Buono, produced by Emmy Award-winning Niecy Nash-Betts and stars four-time Emmy-nominated actress Nelson Franklin.

Centred around finding the culprit that pinched an e.l.f. product, an entire household of suspects is examined by viewers who want to know "who the e.l.f. did it?".

Laurie Lam, Chief Brand Officer at e.l.f. Beauty, commented: "Our e.l.f. community was the first to tell us about widespread e.l.f.-pinching within their households.

"Borrowing e.l.f. holy grails from family and friends without the intention of returning, a.k.a. 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."

A 30-second cut of the parody documentary will also make its theatrical debut, playing ahead of Paramount Pictures’ new Mean Girls movie as well as a 30-second TV advert will also air during the much-anticipated series of Love Island: All-Stars on ITV2 and ITVX.