LARGE-SCALE EVENT PRODUCTION
Celebrating 20 Years
e.l.f. Cosmetics Takes On Wall Street
CORE SERVICES
Event Design | Asset Creation | Event Production | Security | Talent Selection & Management | Partner & Sponsor Management | VIP Management
The e.l.f. activation at the New York Stock Exchange was a bold celebration of the brand’s 20th anniversary and its partnership with IndyCar driver Katherine Legge. The mission: infuse e.l.f.’s fearless, community-driven energy into one of the world’s most iconic and Secure locations.
The result: an electrifying day-long event at Experience Square, where over 4,000 guests took part in the e.l.f. Lip Oil Change. Attendees swapped old lip gloss for new e.l.f. products, indulged in glow-up stations, and recharged at a branded coffee truck. With just four weeks to prepare, All Terrain turned this daring concept into a show-stopping reality, navigating strict regulations to deliver an experience that radiated e.l.f.s signature flair.
Our creative approach
Our creative approach was driven by a deep understanding of e.l.f.’s brand identity and the racing theme. We designed and built custom assets that brought the “Lip Oil Change” concept to life, creating an immersive experience tied to the brand’s partnership with Katherine Legge. Every element from the gas pump to the oil barrels was crafted to drive engagement and encourage attendees to capture and share their experience, amplifying e.l.f.’s online presence.
We spotlighted e.l.f.’s products through interactive stations, including the lip oil change and glow-up stations. These hands-on experiences allowed attendees to trade in old lip gloss for e.l.f.’s Glow Reviver Lip Oil and receive makeup touch-ups, putting products directly into the hands of thousands. Katherine Legge’s IndyCar cameo brought the racing theme to life further fostering a personal connection between e.l.f. and its community.
We helped amplify e.l.f.’s community-first approach with a sweepstakes called “Invest in Your e.l.f.,” where 20 winners received $10,000 brokerage accounts. The campaign kicked off with QR codes printed on coffee sleeves and quickly gained traction. Branded “In e.l.f. We Trust” merch—sweatshirts and tees—was a hit at the event, and over 10,000 new Beauty Squad members signed up afterward. What started as a one-day activation led to long-term engagement with e.l.f.’s most loyal fans.
