e.l.f. Lip Oil Change Recap
To commemorate e.l.f. Beauty's 20th e.l.f.iversary, the brand embarked on an ambitious celebration: ringing the bell at the New York Stock Exchange. Wanting to share this milestone with the driving force behind their success: their community, e.l.f took to the streets of New York.
�The e.l.f. Lip Oil Change, rolled up outside the New York Stock Exchange on Monday April 18th. The race-themed activation nodded to another breakthrough moment for the brand, their partnership with Katherine Legge, who is the only active female Indycar driver.
This innovative concept, initially conceived by D1A, was swiftly brought to fruition by All Terrain's expertise.
Project Overview
Date: March 18th
Event Time: 8:00 AM - 3:30 PM
Location: The New York Stock Exchange
The consumer brand activation took place at Experience Square, located outside of the New York Stock Exchange. Notably, the New York Stock Exchange is one of the most highly regulated and secure spaces in the world, which made the production of the e.l.f. Lip Oil even more complex.
There were lines around the block from the beginning of the event throughout the entire activation, creating intrigue amongst passersby. Visitors to the footprint were welcomed through the consumer journey in an organized fashion.
NYSE noted that this was the most extensive and successful activation ever conducted in front of the building, setting the bar for future NYSE events.
Location Overview
AGENCY CAPABILITIES
Event Experience
At the starting line, complimentary coffee was offered from the e.l.f. branded coffee truck to help fuel consumers’ days, and a QR code on the coffee sleeve invited consumers to enter the "Invest in Your e.l.f." sweepstakes, for a chance to win $10,000 deposited into the brokerage account of the winners’ choice.
Guests then proceeded to the Lip Oil Change station where they were able to trade up an old lip gloss tube for a new e.l.f. Glow Reviver Lip Oil or an e.l.f. Skin Holy Hydration Moisturizer, putting e.l.f. products directly into the hands of 4K+ consumers.
AGENCY CAPABILITIES
Event Experience
After the Lip Oil Station, a pitcrew of glow-up artists provided a quick beauty fix at the Glow Up Station.
Instagrammable moments through the footprint featured a gas pump and oil barrels that showcased e.l.f. Beauty’s five brands, which added an extra splash of color to the event.
e.l.f. partner, Katherine Legge, the only active female Indycar driver, made an appearance and posed with the e.l.f. branded Indy Pace car, emphasizing e.l.f.’s driving force in the makeup industry
Consumers wrapped up the experience by receiving “in e.l.f. we trust” branded swag at the merch station.
By The Numbers
1,512 Likes
Samples of Influencer and Talent Social Posts
Notable Comments
Notable Comments
Event Elements
Event Elements
Event Elements