e.l.f. Cosmetics released its second true crime parody short film. The brand has leaned into cinematic entertainment for a while now, and its latest mockumentary release, Vanity Vandals, taps into Gen Z’s obsession with bingeable true crime series. The multimedia campaign comes with the release of two exclusive, limited-edition bundles of blushes and lip oils, and is getting the full Hollywood treatment with a red-carpet premiere, live watch party on Twitch, digital activation on Roblox, and a Q&A with the director and cast members. (Which includes big names like Phoebe Dynevor from Bridgerton.) The film itself touches on something that definitely resonate with Gen Z: vanity chaos in shared bathroom spaces, totally unlike the perfect clean surfaces in influencer content. YPulse told you that young people want to be entertained by the ads they watch, and e.l.f.’s consistent and immersive advertainment strategy is keeping young consumers bought in. (Business Wire)
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