e.l.f. Cosmetics' groundbreaking Indy 500 campaign with Katherine Legge has earned prestigious recognition, winning two Clio Sports Awards for their innovative fan engagement initiatives at the 2024 Indianapolis 500.

The cosmetics brand, sponsoring Legge's No. 51 Dale Coyne Racing Honda, launched the "Indy 500 Lip Oil Change Campaign," marking the first-ever cosmetics company activation at the iconic race. The campaign uniquely targeted female fans through in-person engagement at Indianapolis Motor Speedway and an extensive digital media strategy promoting women's participation in motorsports.

BRANDed Management and Day One Agency developed the award-winning campaign, which secured honors in both Experience/Activation and Fan Engagement categories at the December 5 ceremony in New York.

"The e.l.f. Cosmetics collaboration was by far and away the most meaningful partnership I have ever seen in racing from a female perspective," said Legge. "I am beyond proud to represent a brand that cares so much about the same things that I do, and am very much looking forward to doing more great and meaningful things with them to change the landscape of racing."

The successful campaign demonstrates the growing intersection of beauty brands and motorsports, setting new standards for sponsor activation in IndyCar while promoting diversity in racing.

Very cool to see @DaleCoyneRacing sponsor @elfcosmetics win two Clio advertising awards for their initiatives at the Indy 500 with brand ambassador/driver @katherinelegge. pic.twitter.com/Z38646q8TI

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