Interactive Experience to Celebrate Katherine
Legge, the only Female Driver in the Race, and History Makers
Everywhere
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.
To further fuel the brand’s 360 Indy 500 efforts, e.l.f. will
give away one year’s worth of Lip Oils* to 500 Beauty Squad loyalty
members. From May 24 to May 30, fans can enter at
https://www.elfcosmetics.com/eyes-lips-race-sweepstakes for a
chance to win.
“e.l.f.’s presence on the racetrack is making the statement that
beauty and women can belong everywhere,” said Legge. “I’m beyond
excited to have e.l.f.’s support again this year. They continue to
show up where women are vastly underrepresented and create an
environment of positivity, inclusivity and accessibility. Last
year, e.l.f. helped me reach record-breaking speeds, and this year
we’ll continue to push the boundaries and test the limits to help
other women realize their bold ambitions.”
e.l.f. is committed to empowering legendary females everywhere,
on the racetrack – and elsewhere. In fact, e.l.f. is diving deeper
into the sports world, recently partnering with legendary tennis
star and equity advocate Billie Jean King, together calling on U.S.
business leaders and the wider community to “Change the Board Game”
to put more women and diverse candidates on corporate boards and
“in the driver’s seat.”
The 108th running of the Indianapolis 500 presented by
Gainbridge is scheduled for Sunday, May 26, 2024, with coverage
beginning at 11 a.m. ET on NBC. All on-track action can be seen on
NBC or NBC’s Peacock Premium streaming service.
*NO PURCHASE NECESSARY. Void where prohibited. The e.l.f.
Lip Oil Changes Sweepstakes is sponsored by e.l.f. Cosmetics, Inc.
Open to legal residents of the 50 U.S. & D.C., 18 years of age
or older as of date of entry, who are e.l.f. Beauty Squad Loyalty
members. Begins 12:00am ET on May 24 & ends 11:59pm ET on May
30. Visit
https://www.elfcosmetics.com/promotion-details/sweepstakes-contest-rules
for the official rules.
For more information about e.l.f. or Katherine Legge, please
visit, www.elfbeauty.com or www.katherinelegge.com.
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is
e.l.f.ing possible. We are a different kind of company that
disrupts norms, shapes culture and connects communities through
positivity, inclusivity and accessibility. e.l.f. Cosmetics, our
global flagship brand, makes the best of beauty accessible to every
eye, lip and face by bringing together the best of beauty, culture
and entertainment. Our superpower is delivering universally
appealing, premium-quality products at accessible prices that are
e.l.f. clean, vegan, double Cruelty Free Certified with both
Leaping Bunny and PETA, and Fair Trade certified. Learn more at
www.elfcosmetics.com
About Katherine Legge
Katherine Legge is a British professional race car driver, who
is widely recognized as one of the world's fastest female drivers,
with one of most diverse careers in all of motorsports. The
springboard to her professional career was winning Champ Car’s
Toyota Atlantic Series season opener on the Streets of Long Beach
in 2005, making her the first woman to win a major open-wheel race
in North America. Prior to that, she became the first woman to win
a pole in a British Formula Ford Zetec event, and in the 2002
Formula Renault season, she bested the lap record set by eventual
Formula One World Champion Kimi Raikkonen, which led to becoming
just the second woman offered a F1 test since Sarah Fisher (2002).
She has secured three championships, six race wins, 15 podium
results in her professional driving career, and raced in the Indy
500 three times (2012, 2013, 2023). A long time Honda/Acura
competitor, Legge brought Acura its first ever win worldwide in
Detroit (2017) in the North America portage sports car category of
NASCAR’s IMSA (sports car racing). Legge has appeared on TODAY with
Hoda & Jenna, The Ellen DeGeneres Show, The Tamron Hall Show,
60 Minutes, Modern Marvels, and Jay Leno’s Garage. Legge is
represented by BRANDed Management and Klint Briney, who long
oversaw the career of nine-time Indy 500 starter Sarah Fisher. For
more on Katherine Legge, please visit www.katherinelegge.com
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240520666762/en/
Media Inquiries: Melinda Fried mfried@elfbeauty.com
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