Grab your popcorn and all your beauty products: elf Cosmetics released a true-crime parody short film on January 9th, and it’s nothing short of an absolute blast.
Inspired by “elf pinching”, a phenomenon that – as the name suggests – involves “borrowing” (perhaps permanently) your loved one’s favorite elf Cosmetics products, the brand captured Cosmetic criminalsA 15-minute suspenseful parody short you must watch (with a mascara wink) and holy grail brands of makeup and skin care.
elf Cosmetics was first alerted that elf was being pinched by its passionate fans on social media, Laurie Lam, brand director, elf Beauty, said in a statement. The statement also added that they did their research and learned that while the brand’s products are a favorite among Gen Z, every generation is suspicious when it comes to pinching elves, as the collection has something for everyone.
“This insight from our community sparked an amazing idea that we had to act on,” says Lam.
elf Cosmetics “Cosmetic Criminals” true crime parody short film.
Photo by Andrew Southam
The result: a true crime parody short film that describes how to capture an elf in one household and will have viewers constantly asking, “Who did that elf?”
Not only is it Cosmetic criminals available on Youtube and Amazon Freevee, is also slated to make its theatrical debut on January 12, ahead of Paramount Pictures’ new Mean girls movie at select AMC locations, which is totally acceptable (but we digress…).
elf Cosmetics has enlisted Oscar and Emmy nominee Alex Buono of Russian doll to direct, while the star-studded cast includes New girl and Veep star Nelson Franklin, NCIS star Necar Zadegan and multi-award-winning actress Niecy Nash-Betts, who spoke exclusively to PEOPLE about starring in the film.
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Nash-Betts tells PEOPLE that her first memory of elf Cosmetics is the packaging that catches her eye in the makeup aisle during quick trips to the drugstore.
“If you’re like me, then you say, ‘I need nail polish remover. I need a bag of chips for the car ride,’ but then you say, ‘Let me poke around the cosmetics and see what they have,’” she says. [having spent] $45 for cosmetics when you only came for a bag of chips!”
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elf Cosmetics “Cosmetic Criminals” true crime parody short film.
Photo by Andrew Southam
Although, as any elf connoisseur knows, $45 gets you a lot of product. For its part, Nash-Betts (which counts Liquid Poreless Putty Primer and Halo Glow Beauty Wands among its elf MVPs) is stocking up because it’s approachable – and because she’s “certainly” already been pinched – and the culprit is always her children.
“They see me pick something up and say, ‘Ooh, what’s that?’ It’s not for you!” she jokes. “And then I turn around five minutes later and I can’t find it. I thought, ‘How can I work smarter and not harder?’ That’s why I buy more pieces and hide them.” [Just where, she’ll never tell.]
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Her personal experience pinching elves made the plot resonate even more with her, and joining the cast was a no-brainer.
“My favorite thing [about the experience] was the script,” she says. “I thought it was such a wonderful and such a creative way into this world.”
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elf Cosmetics “Cosmetic Criminals” true crime parody short film.
Photo by Andrew Southam
IN Cosmetic criminalsNash-Betts stars as Landis Bordeaux, deputy director of the Major Crimes Task Force — a role she was well-suited for, having previously played female cops, most notably Deputy Raineesha Williams on Renault 911.
The one thing Nash-Betts learned from her iconic character Raineesha: “You can’t fight crime if you’re not cute.”
“Just because you’re working under high pressure, doesn’t mean you can’t look fantastic. So that’s one [learning],” says Nash-Betts. “And then just the comedy and seriousness of your playing [the role].”
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Niecy Nash-Betts favorite elf Cosmetics products.
Courtesy of elf Cosmetics
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Nash-Betts has some cute but stern words for her family about pinching elves: “You can take my eyeliner, but don’t even think about pinching my mascara! I don’t necessarily need to have a liner, but if the lash is sagging, then boom, we’re there.”
While we won’t spoil the plot, we advise you to stop what you’re doing and watch Cosmetic criminals. Then head over to elfcosmetics.com for some brand new, ultra-clever products to combat elf pinching in your household, from a teddy bear to a fake planter and a Heidi N. Herre hollowed-out book, each with a hidden vault to hide your favorite elves.
From solving quite crimes to prevent future ones — what the hell is a cosmetics and skin care brand going to come up with next?
Categories: Trends
Source: HIS Education