E.l.f. Cosmetics will attend the Indianapolis 500 race this Memorial Day weekend as the first beauty brand to serve as a primary sponsor of a driver. With this, e.l.f. expands its partnership with professional race car driver Katherine Legge, and will offer an interactive experience on race day. 
 
Racing in car #51, Legge will be the only female driver in the race on May 26, appearing in e.l.f. Cosmetics’ branding, including a pink suit, helmet, and car. 
 
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty said, 
 
“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. 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.”
 
This partnership furthers the efforts of e.l.f.’s “Change the Board Game,” which aims at encouraging females and promoting diverse corporate boards. 
 
E.l.f. Cosmetics’ interactive “Lip Oil Change” experience was 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 Glow Reviver Lip Oils. 
 
The “Lip Oil Change” also celebrates nine female drivers who have participated in the race since its inception. This experience can be found on the grounds of the Indianapolis Motor Speedway. 
 
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 and the company’s efforts toward inclusion and empowerment.
 
Beauty Squad loyalty members can enter for a chance to win one year’s worth of Lip Oil. E.l.f. will launch a custom Indy 500 extension on its Roblox experience. Additionally, before the race on May 24, e.l.f. will have an Indy 500-themed interactive racing SnapChat AR lens.