23/05/2024

Driver Katherine Legge Fronts Multi-Faceted, Immersive e.l.f. Cosmetics ‘Lip Oil Change’ Campaign Championing Women At The Indy 500

Cosmetic brand e.l.f. leverages its partnership with motor racing driver Katherine Legge and her Dale Coyne Racing No 51 Honda at the Indianapolis 500 (Indy 500) through a multi-faceted activation which spans not only a full vehicle wrap, fire suit branding and a glitter helmet, but also an immersive, interactive race weekend experience to celebrate the only female driver in the race and champion history making women everywhere.

Objective

The only female driver competing in the 2024 Indy 500 is Katherine Legge: a British racer who competes full-time in the IMSA SportsCar Championship driving the No 66 Acura NSX GT3 for Gradient Racing and also races part-time in the IndyCar Series driving the No 51 Honda for Dale Coyne Racing with backing from e.l.f.

Beauty brand e.l.f. set out to leverage the partnership with Legge, who holds the record for the fastest qualifying time for a woman in Indianapolis 500 history (set in 2023) and was the first woman to win a major open-wheel race in North America, to bring to life its belief that ‘anything is e.l.f.ing possible’ and ?

e.l.f. – which stands for eyes, lips and face and blends the best of beauty, culture and entertainment through ‘premium-quality products at accessible prices’ that are vegan, double Cruelty Free Certified with both Leaping Bunny and PETA, and Fair Trade certified – develops marketing strategies around a disruptive approach which positions it as a ‘different kind of company committed to reshaping culture and connecting communities through positivity, inclusivity and accessibility.

This activation sought to champion its lip oil products, while bringing the brand positioning and values to life with the goal of create spaces where women and girls feel accepted and represented, giving them the confidence to take the wheel and set their own course and thus make a statement that beauty and women can belong everywhere

Activation

Co-created with Day One Agency and BRANDed Management, the activation sees e.l.f. become the first beauty brand to serve as a primary sponsor of a driver at the most famous race in the USA (a race which controversially describes itself as ‘the largest single-day sporting event in the world’).

In addition to regular motor sport activation assets such as an e.l.f. branded fire suit, glitter helmet and fully wrapped #51 car, at the heart of the activation programme is a multi-faceted, immersive and interactive race weekend experience running under the title ‘Lip Oil Change’.

Ahead of the 24 to 26 May race weekend, e.l.f. also has an Indy 500 themed interactive racing SnapChat AR lens.

While the racetrack-themed marketing programme spans a pit crew of ‘glow-up’ artists, a DJ, limited-edition merchandise and e.l.f.’s hero ‘Glow Reviver Lip Oils’ range.

The ‘Lip Oil Change’ initiative also celebrates the nine women drivers who have participated over the race’s 108-year history through a branded exhibit on the grounds of the Indianapolis Motor Speedway.

While for fans at home, e.l.f. is running a custom Indy 500 extension on its Roblox experience ‘e.l.f.UP!‘ and the joint marketing team is also livestreaming on race day through its Twitch channel “@elfyeah.”

e.l.f. also deploys a 500 unit drone show for the first-ever Indy 500 Drone Show that will bring the track to the sky.

Plus, to further fuel the race activation and champion the hero product range, e.l.f. is running a giveaway offering a year’s worth of Lip Oils to 500 ‘Beauty Squad’ loyalty members in a sweepstakes which invites competition entries between 24 and 30 May at https://www.elfcosmetics.com/eyes-lips-race-sweepstakes to be in with a chance to win.

@elfyeah

ready, set, let’s e.l.f.ing go Katherine Legge 🏁 catch us cheering on the only female driver at the Indy 500 as she tears up the track @Indianapolis Motor Speedway #Indy500 #elfcosmetics #eyeslipsface

♬ original sound – Janelle Isanan

A social campaign further champions specific activation programme strands including the e.l.f. branded ‘Full Glitter Race Helmet’, plus ‘Drive Like A Woman’ car bumper stickers, as well as a further set of supporting and race-relevant social content running across the brand and team’s own online platforms.

“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. 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.”
e.l.f. Beauty Chief Marketing Officer Kory Marchisotto

“e.l.f.’s presence on the racetrack is making the statement that beauty and women can belong everywhere. 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.”
Racing Driver Katherine Legge

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.

While some might try and argue that there is a touch of the ‘pink-it-and-shrink-it’ about this activation approach, most will see it has an authentic, bold and innovative way to bring to life e.l.f.’s commitment to empowering legendary females everywhere.

This isn’t e.l.f.’s only deep dive in the sports world. It recently partnered with tennis legend and equality advocate Billie Jean King to call on US business leaders and the wider community to ‘Change the Board Game’ and put more women and diverse candidates on corporate boards and ‘in the driver’s seat.’

The 108th ‘Indianapolis 500 presented by Gainbridge’ is scheduled for 26 May with live coverage on NBC and NBC’s Peacock Premium streaming service.



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