# Beauty Crime Mockumentaries e.l.f.'s Cosmetic Criminals is a True Crime Parody Documentary By Laura McQuarrie | Published 2024-01-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cosmetic-criminals References: [businesswire](https://www.businesswire.com/news/home/20240109117646/en/e.l.f.-Cosmetics-Releases-True-Crime-Parody-Documentary-%E2%80%9CCosmetic-Criminals%E2%80%9D-Inspired-by-a-Social-Insight-from-Its-Community)  "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’](https://www.trendhunter.com/trends/revolution-x-emily-in-paris-collection) new Mean Girls movie at select [AMC](https://www.trendhunter.com/trends/elfs-cosmetic-criminals) locations. According to [National CineMedia](https://www.trendhunter.com/trends/always-discreet1), Cosmetic Criminals will be the longest branded content spot to ever run on the big screen. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 81% | Activity: 89% | Freshness: 20% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **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. - **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. - **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. ### Sectors Adopting This - **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. - **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. - **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. ## Related on Trend Hunter - [Cosmetic Criminal Commercials](https://www.trendhunter.com/trends/elfs-cosmetic-criminals.md) - [Hilarious Judicial Beauty Ads](https://www.trendhunter.com/trends/judge-beauty-1.md) - [Beauty Comedy Collaborations](https://www.trendhunter.com/trends/comedy-collaboration.md) - [Fan-Fueled Skincare Campaigns](https://www.trendhunter.com/trends/peculiar-behavior.md) - [Makeup Water Brand Collections](https://www.trendhunter.com/trends/corpse-paint-makeup.md) - [Telenovela-Inspired Makeup Campaigns](https://www.trendhunter.com/trends/descubre-elfecto-campaign.md) - [Makeup-Hiding Accessories](https://www.trendhunter.com/trends/elfs-cosmetic-security-line.md) - [Inclusive Beauty Campaigns](https://www.trendhunter.com/trends/judge-beauty.md) - [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md)