ELF Cosmetics is hitting the track with an immersive activation that champions women race car drivers at the Indianapolis 500 on Memorial Day weekend. 

The Happi Top 50 Company’s presence at the race follows the recent announcement of the company’s expanded partnership with professional race car driver Katherine Legge.

Race car driver Katherine Legge will don an ELF-branded suit, helmet, and wrapped No. 51 car as the sole female driver in the race on May 26..

ELF is reportedly the first beauty brand to serve as a primary sponsor of a driver in one of the world’s largest single-day sporting events. Legge will don an ELF-branded suit, helmet, and wrapped No. 51 car as the sole female driver in the race on May 26.

“At ELF, 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,” explained Kory Marchisotto, chief marketing officer, ELF 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.”

Lip Oil Change 

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 and limited-edition merchandise, including bumper stickers and ELF’s Glow Reviver Lip Oils.

What’s more, ELF will launch a custom Indy 500 extension on its Roblox experience, “ELF UP!” for brand fans tuning in from home. The brand will also be livestreaming on race day through its Twitch channel @elfyeah. Additionally, as a kick-off before the race on May 24, ELF will have an Indy 500-themed interactive racing SnapChat AR lens.