e.l.f. Cosmetics Fuels Katherine Legge's Return to the Indianapolis 500 with eyes.lips.fuel. Takeover
e.l.f. is fueling the future of empowered.legendary.females. at the largest single-day sporting event in the world
e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), the bold disruptor with a kind heart, is fueling its fourth season with professional race car driver Katherine Legge at the Indianapolis 500 (Indy 500) this May.
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Katherine Legge after qualifying for her fourth Indianapolis 500 (2024), posting a four-lap average of 230.244 mph. Photo credit: Geoff Miller/LAT
In a world where women receive just 1% of all sport sponsorships, account for only 4% of drivers on tracks, and are 2x more likely to feel forced out of racing within the first five years,* e.l.f. is committed to the belief that anything is e.l.f.ing possible when you fuel the women who are rewriting the rules. That's why e.l.f. is bringing eyes.lips.fuel. to Indy 500, showing up in a big way both on the track and in the Fan Zone at the largest single-day sporting event in the world.
"Together with Katherine Legge, we're fueling a movement for the next generation of dreamers," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. "eyes.lips.fuel. is a commitment to every eye, lip and face watching who needs to see that they belong on that track, behind that wheel, and in any arena they choose. We're democratizing access to sports by showing our community exactly what's possible when someone believes in you and fuels your journey."
In 2023, with e.l.f. by her side, Legge became the fastest woman to ever qualify for the Indy 500. This year, she's looking to make her fifth Indy 500 start, after becoming just the ninth woman to qualify for the race in 2012. She remains a trailblazer, the first woman to win a major open-wheel race in North America, the first to lead laps in Champ Car (now INDYCAR), and the first to lead the Rolex 24 at Daytona.
"e.l.f. has been more than a sponsor - they've been my voice, my platform and my fuel," said Katherine Legge. "Four years in, I'm more empowered than ever, and together, we're proving that when you fuel a woman's dream, there's no limit to what she can achieve."
Legge, the only woman entered in this year's field, will take to the track in her e.l.f. fire suit and e.l.f.-wrapped car, a rolling billboard for what happens when brands show up for women who refuse to be counted out.
The eyes.lips.fuel. activation in the Fan Zone, inspired by e.l.f.'s Glow Reviver Lip Oil Stick, is flipping the script on the garage, a space that has historically belonged to the boys and making it a space for every eye, lip and face. The activation includes:
- A full-size replica of the car Katherine will race on track, giving fans an up-close, in-person look at the car she'll drive on the track.
- A museum-style showcase of real artifacts from Katherine's career, from her first fire suit and helmet to her first karting trophy, celebrating the milestones of a trailblazer in the making.
- Roblox play zone connecting the next generation to racing culture.
- Racing fans can dive into e.l.f.'s one-of-a-kind loyalty experience through Beauty Squad, playing exclusive mobile games like e.l.f. Blast and Power Grip Mountain to earn points, unlock rewards and compete for prizes.
- A "Kiss the Bricks" wall where fans can participate in one of motorsport's most iconic traditions and send Katherine their well wishes before she takes to the track.
- A personalization station where fans can customize e.l.f. products and receive exclusive e.l.f. merch.
Katherine Legge was e.l.f.'s first empowered.legendary.female, leading the way for a growing group of women athletes including Billie Jean King, Kendall Coyne Schofield, Ally Sentnor, Jaedyn Shaw, Jess Carter, Lo'eau LaBonta, and Flau'jae Johnson, all united by their shared commitment to positivity, inclusivity and accessibility, and their refusal to let anyone tell them where they don't belong.
The Indy 500 will be held Sunday, May 24, with coverage beginning at 10:00am ET on FOX.
*Sources: BBN, Autoweek, More Than Equal
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 and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified facilities. Learn more at www.elfcosmetics.com.
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Media Contact
Hannah Rubin
hrubin@elfbeauty.com