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OVERVIEW

Willam Belli

Coverboy Cosmetics

LAUNCHED 09.06.2019

MAKE-UP FOR EVERYONE

We partnered with drag queen/author/actor/model Willam Belli (RuPaul’s Drag Race, A Star is Born) to develop and launch one of the first drag queen-owned cosmetics brands: Coverboy Cosmetics.
We saw an opportunity to collaborate with Willam to build a brand around his diverse, controversial and beloved persona, which informed Coverboy’ brand positioning within a burgeoning whitespace in the beauty market – make-up for everyone.

Our Role

Invest-in & Operate The Business
Business Planning & Strategy
Concept & Design
Development & Production
E-commerce & Sales
Marketing

  • Viral Video
  • Promotional Magazine
  • Launch Event
  • Gifting
  • Publicity
  • Tradeshow – DragCon
  • Digital Marketing

Press
Logistics & Customer Service

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INVEST-IN & OPERATE THE BUSINESS

A Ready
Go Venture

In September 2019, Ready Go Ventures co-founded, invested-in, built-out and now operates the Coverboy Cosmetics brand. Our team handles all of the business’s “C-suite” roles (e.g., co-CEO, COO, CMO, CFO) as well as all daily administrative and operational responsibilities.
Some of the key business and operational roles under the RGV scope include:
  • Accounting
  • Bookkeeping
  • Trademarking
  • Tax preparation
  • Executing contracts
  • Business plan writing
  • Negotiating with vendors
  • Securing insurance policies
  • Financial budgeting and management

CONCEPT & DESIGN

Entry Prestige

Our goal was to develop a “make-up brand for everyone.” This meant designing assets and developing products that were both approachable and accessible – while maintaining a high-quality standard.
This strategy informed design direction – from logo and packaging design, to product formulation, to campaign.
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DEVELOPMENT & PRODUCTION

Road-tested

Product development was informed by Willam – a performer whose years “on-the-road” meant he knew which cosmetics formulations could pass his rigid durability test. Therefore, our goal was to develop products that were road-tested and would “stay put.”
We took nine months to develop and test Coverboy’s first three product categories:
  • Lip varnishes
  • Eyelashes
  • Glitter Gellies
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E-COMMERCE & SALES

Focused Distribution

We initially launched the website in September 2019, with an initial plan to launch with direct B-C distribution on the Coverboy e-store.

Coverboy Cosmetics is planning retail distribution through UK-based Beauty Bay beginning October 2019.

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MARKETING – OVERVIEW

Cutting Through
The Clutter

We realized from the start that there was a rare opportunity to develop a one-of-a-kind, stand-out marketing strategy around Willam’s persona, that could make a major splash in an otherwise crowded market – cutting-through the proverbial “clutter.”
With this in mind, we developed a series of multi-media/multi-venue guerilla campaigns to launch the Coverboy brand, which included:
  • Commercial
  • Magazine
  • Launch event
  • Celebrity gifting
  • Publicity
  • Tradeshow
  • Digital marketing

MARKETING – COMMERCIAL

In Parody

We produced and launched – on Willam’s YouTube channel – a commercial that parodies commercials from the 1960s. It’s funny, fresh and irreverent.

MARKETING – MAGAZINE

In Print

We published a 24-page magazine, which, like the commercial, parodies beauty magazines. The magazine initially was offered as a gift with purchase, but due to its popularity, is now offered for sale.
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MARKETING – LAUNCH EVENT

In Person

We co-hosted the Coverboy launch event at Willam’s studio in Hollywood. The event was attended by 200 guests, and included some top influencers in the beauty, fashion, stylist and drag scene.

MARKETING – GIFTING

With Thanks

We gifted top celebrities, stylists, editors and other key influencers with the Coverboy magazine and products. This resulted in additional posts and reviews by those who received the products.
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MARKETING – PUBLICITY

Coverboy hired an in-house publicist to handle all digital and traditional publicity efforts. This resulted in coveted editorial coverage from top publications such as Fast Company, Allure and Byrdie.
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MARKETING – TRADESHOW

DragCon

Coverboy launched officially at Willam’s booth at DragCon New York in early September.

LOGISTICS & CUSTOMER SERVICE

Shipping Worldwide

Our logistics team – along with our network of fulfillment centers – oversees and manages all of Coverboy’s customer service-, logistics- and fulfillment-related needs.
Our customer service team fielded customer emails 24/7 and addressed all sorts of needs – from issues navigating the e-store to tracking shipments to issuing refunds, returns and exchanges.
The team also managed all orders, refunds, returns and exchanges processed by Ulta, Beauty Bay and Sephora.