- e.l.f. Cosmetics is looking into the case of the overcrowded bathroom vanity in a new mockumentary that looks to unmask these so-called “Vanity vandals” of the beauty world.
- The film, “Vanity Vandals,” follows a similar venture the brand launched in 2024 that examined the “Cosmetic Criminals” who couldn’t help but steal e.l.f. products.
- Along with the 10-minute film, which will live on digital, social and streaming platforms, the brand is offering two limited-edition makeup bundles and launching a contest to see who has the messiest bathroom vanity in the country. e.l.f. worked with social-first creative agency Movers+Shakers on the effort.
The marketing program is part of e.l.f. ‘s continued efforts to disrupt beauty marketing by using entertainment as a platform to engage consumers and start cultural conversations. Based on real consumer insights and using long-form storytelling, the brand is looking to reflect the real-world behaviors and experiences of its audience.
The film is built around the insight that access to more cosmetics than ever before is causing tension among couples and roommates as they take over bathroom counters. According to the company, videos with the hashtag #makeupmess have racked up more than 115 million views on TikTok. Similarly, videos with the hashtags #messyvanity and #messysink have garnered 1.3 million and 1.2 million views, respectively.
“At e.l.f., everything starts with our community,” said Patrick O’Keefe, chief integrated marketing officer, at e.l.f., in a statement. “We saw this growing conversation around messy shared bathroom spaces and beauty routines, and we knew we had to show them we were listening in a way that is unmistakenly e.l.f.”
Directed by Alex Buono, the film follows a detective, Bob Fleck, and a behavioral profiler, Dr. Erika Sparrow, as they investigate cases of overflowing vanities, including among a newlywed couple whose cluttered shared sink becomes the focal point of the case.
The short film debuted at the famed TCL Chinese Theatre in Los Angeles, as e.l.f. works to position itself at the intersection of beauty, culture and entertainment. The premiere included a red-carpet hosted by Ellen K. of iHeartMedia’s KOST 103.5 and the Ellen K Weekend Show, a live watch party on e.l.f.’s Twitch channel and a digital activation on Roblox.
