Revolutionizing Beauty at the Indy 500 with E.l.f.'s 'Glow-Up Pit Stop'

E.l.f. Cosmetics Celebrates Women Race Car Drivers at Indianapolis 500

E.l.f. Cosmetics is excited to announce that they will be hosting a special event at the Indianapolis 500 on May 26, showcasing and supporting women race car drivers. This initiative comes after the brand's increased collaboration with professional race car driver Katherine Legge.

The exciting "Lip Oil Change" activation at the racetrack will have a team of talented artists, a DJ, and special merchandise. Additionally, the brand plans to use 500 drones for a unique Indy 500 Drone Show to honor Legge as a symbol of empowerment.

E.l.f. is set to introduce a special Indy 500 extension on its "e.l.f.UP!" Roblox experience and will livestream on Twitch on race day. Fans can also enjoy a themed Snapchat AR lens starting from May 24th.

E.l.f. Supports Women Race Car Drivers at the Indy 500

E.l.f. is using mobile marketing and other strategies to show support for women race car drivers at the Indy 500. This effort is part of their increased collaboration with race car driver Legge and their ongoing advocacy for more diversity in the sport. In a groundbreaking move, E.l.f. has become the first beauty brand to be a primary sponsor for a driver at the prestigious Indy 500, which is known as the largest single-day sporting event globally.

E.l.f.’s “Lip Oil Change” activation is set to honor the nine women drivers who have taken part in the Indy 500 throughout its 108-year history. Collaborating with Day One Agency and Branded Management, the event will showcase a unique “glow-up” artist pit crew, a DJ, and exclusive merchandise such as bumper stickers and their popular Glow Reviver Lip Oils. This special celebration will take place at the iconic Indianapolis Motor Speedway.

One of the key figures at the event will be Legge, the sole female driver expected to compete in the Indy 500. Representing E.l.f., Legge will sport a specially branded fire suit, helmet, and drive the #51 car wrapped in E.l.f. livery. This initiative by the beauty brand aligns with their mission to provide inclusive and empowering spaces for women and girls, as shared by CMO Kory Marchisotto.

"We at e.l.f. are all about empowering women to take the lead, whether it's in the boardroom, on the field, in the crowd, or on the track. We believe that being inclusive benefits passionate communities like racing, bringing in more fans, talent, and sponsors," Marchisotto stated.

For those watching from home, e.l.f. will be live streaming on race day through their Twitch channel. They will also be launching a special Indy 500 extension on their "e.l.f.UP!" Roblox experience, connecting with a younger audience. On May 24, the brand will debut an interactive racing Snapchat AR lens to keep the excitement going.

E.l.f. is stepping up its marketing efforts with a sweepstakes running until May 30. The sweepstakes will award one year's supply of Glow Reviver Lip Oils to 500 members of its Beauty Squad loyalty program. This move aims to enhance E.l.f.'s loyalty program, which already has over three million members as of 2022, and will also help grow its collection of first-party data.

In addition to the sweepstakes, E.l.f. recently expanded its presence in the sports world. Earlier this month, the brand partnered with tennis icon and equity advocate Billie Jean King. Together, they urged U.S. business leaders and the community to prioritize the inclusion of more women and diverse candidates on corporate boards. E.l.f. also launched a new campaign last week called "So Many Dicks." This campaign highlights the overrepresentation of "Dicks" — Richards, Ricks, and Dicks — on U.S. corporate boards, compared to the underrepresentation of women and diverse individuals.

Editor's P/S:

E.l.f. Cosmetics' initiative to support women race car drivers at the Indianapolis 500 is a commendable step towards promoting diversity and empowerment in the sport. The brand's innovative activations, such as the "Lip Oil Change" event and the Indy 500 Drone Show, aim to highlight the achievements of women drivers and inspire aspiring young women. By partnering with Katherine Legge, E.l.f. demonstrates its commitment to breaking down barriers and creating a more inclusive environment in racing.

Additionally, E.l.f.'s use of mobile marketing and interactive experiences, such as the Snapchat AR lens and the Roblox extension, showcases its understanding of the digital landscape and its ability to connect with younger audiences. The sweepstakes and the partnership with Billie Jean King further demonstrate the brand's commitment to empowering women and advocating for diversity beyond the realm of beauty. This multifaceted approach to supporting women race car drivers not only celebrates their accomplishments but also contributes to a broader cultural shift towards inclusivity and representation.