At the 2024 CommerceNexty Awards, e.l.f. Cosmetics was honored with the Marketing Innovator of the Year Award for their creative and engaging true crime parody documentary, Cosmetic Criminals. This campaign humorously depicted the phenomenon of “e.l.f. pinching”—the act of borrowing makeup without any intention of returning it—prevalent in households everywhere. We sat down with Laurie […]
