Dive Temporary:
- E.l.f. Cosmetics will host a branded expertise championing girls race automotive drivers on the Indianapolis 500 on Could 26, based on a press launch. The transfer follows the model’s just lately expanded partnership with skilled race automotive driver Katherine Legge.
- The racetrack-themed “Lip Oil Change” activation includes a pit crew of “glow-up” artists, a DJ and limited-edition merchandise. The model may also deploy 500 drones for the first-ever Indy 500 Drone Present to have a good time Legge as an emblem of empowerment.
- E.l.f. may also launch a customized Indy 500 extension on its “e.l.f.UP!” Roblox expertise and can livestream on Twitch for race day along with providing a themed Snapchat AR lens starting Could 24.
Dive Perception:
E.l.f. is leveraging cell advertising, amongst different ways, to champion girls race automotive drivers on the Indy 500 in a transfer that helps its expanded partnership with race automotive driver Legge and protracted requires extra variety. The marketer is the first-ever magnificence model to function a major sponsor of a driver for what is taken into account the biggest single-day sporting occasion on the earth, per launch particulars.
E.l.f.’s “Lip Oil Change” activation will have a good time the 9 girls drivers who’ve participated within the Indy 500 over the 108-year historical past of the race. Co-created with Day One Company and Branded Administration, the activation includes a “glow-up” artist pit crew, DJ and merchandise together with bumper stickers and its Glow Reviver Lip Oils. The occasion might be hosted on the grounds of the Indianapolis Motor Speedway.
Legge is a contender to hit the monitor on the Indy 500 as the one girl driver and can signify E.l.f. with a branded hearth go well with, helmet and wrapped #51 automotive. The activation from the wonder marketer is a part of its aim to “create areas the place girls and women really feel accepted and represented,” based on CMO Kory Marchisotto.
“At e.l.f., we wish to see extra girls within the driver’s seat — whether or not within the boardroom, on the courtroom, within the stands or on the racetrack. We consider inclusivity offers communities who’re so keen about one thing like racing a win-win consequence as a result of it brings extra folks into the tent as followers, expertise and sponsors,” mentioned Marchisotto in a press release.
For customers at residence, E.l.f. might be livestreaming on the day of the race by way of its Twitch channel and also will launch a customized Indy 500 extension on its “e.l.f.UP!” Roblox expertise, a transfer that would assist the model preserve engagement with the youthful demographic. The model on Could 24 may also launch an interactive racing Snapchat AR lens.
The marketer is rounding out its efforts by way of a sweepstakes working till Could 30 that may give away one 12 months’s value of its Glow Reviver Lip Oils to 500 members of its Magnificence Squad loyalty program. The transfer might assist increase E.l.f.’s loyalty providing, which already touted over three million members in 2022, and increase its first-party knowledge troves.
Together with its newest push, E.l.f. additionally dove additional into the sports activities realm earlier this month by way of a partnership with tennis legend and fairness advocate Billie Jean King to name on U.S. enterprise leaders and the neighborhood to place extra girls and various candidates on company boards. Final week, the model additionally launched a marketing campaign, “So Many Dicks,” that calls out the preponderance of “Dicks” — Richards, Ricks and Dicks — in comparison with the relative shortage of ladies and various people on U.S. company boards.
