E.l.f.’s nature mockumentary sees people acting like animals around its skin bronzer

‘Peculiar Behavior’ stars Jameela Jamil as an anthropologist observing how homo sapiens behave near the beauty product

Published On
Jun 13, 2024

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If you’re chronically online and an avid enthusiast of product dupes, then there’s a chance you may have heard of e.l.f. Cosmetics’ $12 bronzer. Presented by creators in the beauty world as an alternative to other bronzer brands such as Drunk Elephant and Fenty Beauty, e.l.f. recently dropped the highly anticipated glow serum much to the excitement of those who want to looked sun kissed for summer.

@mannymua733 the new elf cosmetics bronzing drops actually just gagged me 🤣 but for $12?! Im in #elfcosmetics #review #newmakeup #bronzingdrops #makeup ♬ original sound - MannyMua

Along with the product, e.l.f. launched a humorous campaign (above) created by agency Madwell starring actress Jameela Jamil. The two-minute film, titled “Peculiar Behavior,” depicts Jamil as she observes homo sapiens swoon over e.l.f bronzer. The humorous campaign, filmed in the style of a mock documentary, presents Jamil as a binocular-bearing anthropologist, gathering data on how the creatures of the wild respond to the product in their natural habitat. 

Also read: Why Liquid Death and e.l.f.’s new collab isn’t as crazy as it seems

The spot spins Discovery Channel-style programming on its head, with the screenplay reminiscent of a Steve Irwin show. The spot, directed by Madwell founder and chief creative officer Chris Sojka, comes to a head when the intrepid anthropologist reveals her own bottle of bronzing drops on a city street, causing a frenzy among people clamoring for it.

The spot will air on major streaming platforms such as Amazon Prime, Peacock and YouTube.

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