E.l.f. Cosmetics is speeding into NASCAR’s Coca-Cola 600 this weekend with a jumbo-sized activation in partnership with professional race car driver Katherine Legge.

For the third year, Legge will feature an e.l.f.-branded car and suit this NASCAR season. 

Legge will be competing in the NASCAR Xfinity Series’ BetMGM 300 event on May 24 as the only female driver entered in the race. 

Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty, said,

“Katherine drives our commitment forward: standing with every eye, lip, and face; her journey serves as a powerful reminder to believe in yourself and follow your dreams. She’s a force of nature — bold, relentless, and unapologetically unstoppable. Three years later, our bond is stronger than ever.”

During NASCAR’s Coca-Cola 600 weekend, e.l.f. hosts a Power Grip Garage activation. 

This immersive, larger-than-life experience showcases the brand’s new Jumbo Power Grip Primer, which is 3 times the size of the original. 

The Power Grip Garage will feature a glam station, meet and greets with Legge, and a ‘Share the e.l.f.ing Love Wall’ where fans can record a video with an inspiring message for Legge to rev her up before she hits the track.

The activation is in the Fan Zone at the Coca-Cola 600 weekend, offering an unforgettable experience for fans and supporters alike. 

It was created in collaboration with Day One Agency and produced by The Bait Shoppe.

E.l.f. is also sharing the fun on its Roblox experience. Users can race in Legge’s virtual car and catch her avatar. In Partnership with Drive World, Roblox users are encouraged to join the race and complete limited Coca-Cola 600 quests. 

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