e.l.f. Champions Women at the Indy 500, Empowering Legendary Female Race Car Driver Katherine Legge

As the iconic Indianapolis 500 race revs up over Memorial Day weekend, e.l.f. Cosmetics (NYSE: ELF) is hitting the track with an immersive activation that champions women race car drivers and history makers. e.l.f.’s presence at the Indy 500 follows the recent announcement of the company’s expanded partnership with professional race car driver Katherine Legge.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240520666762/en/

Katherine Legge will appear in the Indianapolis 500 with branding from e.l.f. Cosmetics, the first beauty brand to serve as a primary sponsor of a driver. (Photo: Chris Owens/Penske Entertainment)

e.l.f. is the first-ever beauty brand to serve as a primary sponsor of a driver in the largest single-day sporting event in the world. Legge is a contender to hit the track in her e.l.f. branded fire suit, helmet and wrapped #51 car as the only female driver in the race on May 26.

“At e.l.f., we want to see more women in the driver’s seat – whether in the boardroom, on the court, in the stands or on the racetrack. We believe inclusivity gives communities who are so passionate about something like racing a win-win outcome because it brings more people into the tent as fans, talent and sponsors,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Nine trailblazing women have competed in the Indy 500, and we hope to see this number grow swiftly in the years ahead while also expanding roles and opportunities on teams and crews. Our goal is to create spaces where women and girls feel accepted and represented, giving them the confidence to take the wheel and set their own course.”

At the heart of this interactive experience is the "Lip Oil Change." Co-created with Day One Agency and BRANDed Management, the racetrack-themed activation features a pit crew of "glow-up" artists, a DJ, limited-edition merchandise, including bumper stickers, and of course, e.l.f.’s holy grail Glow Reviver Lip Oils. e.l.f. will also deploy 500 drones for the first-ever Indy 500 Drone Show that will bring the track to the sky in celebration of Legge as a beacon of inclusion, empowerment and authenticity.

The Lip Oil Change activation celebrating the nine women drivers who have participated over the race’s 108-year history can be found on the grounds of the Indianapolis Motor Speedway. For fans at home, e.l.f. will launch a custom Indy 500 extension on its Roblox experience, “e.l.f.UP!” The brand will also be livestreaming on race day through its Twitch channel “@elfyeah.” Additionally, kicking off before the race on May 24, e.l.f. will have an Indy 500 themed interactive racing SnapChat AR lens.