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OVERVIEW

Valfré

Valfré Cosmetics Brand

THE JUNCTION OF ART, BEAUTY & BUSINESS

We partnered with artist Ilse Valfré to develop and launch her first cosmetics line – Valfré Cosmetics.
Valfré is a LA based women’s apparel and accessories brand that was founded by Mexican-born artist, Ilse Valfré. The brand launched in late 2013 and has quickly become a global source for the creative and wild-at-heart. Valfré’s mission is to bring her art to life by creating unique products that are a direct reflection of the psychedelic world that she has created. Her work explores the poignant tension between vulnerability and confidence as she transports her audience into the hearts and minds of the characters that she creates.
We have been collaborating with team-Valfré to take her artistic brand point of view and develop and deploy a commensurate line of beauty products under the Valfré label.

Our Role

Invest-in & operate the business
Concept & design
Development & production
Marketing

  • Launch event
  • Pop-Up
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INVEST-IN & OPERATE THE BUSINESS

The Business Of
Art & Beauty

Some of the key business and operational roles under the Ready Go Ventures scope include:
  • Legal
  • Accounting
  • Bookkeeping
  • Executing contracts
  • Business plan writing
  • Negotiating with vendors
  • Financial budgeting and management

CONCEPT & DESIGN

Brand-Commensurate
Design

Our product and packaging design team collaborated with Valfré to incorporate Ilse’s artwork into a custom ten-color eyeshadow palette called the Electric Garden palette.
Design concepts were incorporated into other marketing materials such as influencer gift packaging, mailers and launch party decor.
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DEVELOPMENT & PRODUCTION

Custom Formulation

Our team formulated the powders through our US-based laboratory, developed and produced the palette componentry, coordinated and negotiated vendor terms, managed quality control, oversaw assembly of products, molds, components and final packaging materials.
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MARKETING – LAUNCH EVENT

Establishing A Narrative

We collaborated with Valfré to plan and execute an exclusive, invite-only event to be held in Los Angeles to announce the launch of their new cosmetics vertical.
The event was held at JMR Gallery at 314 N Harper Ave in West Hollywood. We invited fellow top YouTube beauty influencers to attend the event and gifted them with custom-packaged Electric Garden palettes.
The social reach of all guests collectively exceeded 15 million. Notable guests included Chantel Zales, Laura Lee, Michelle Phan, Jade McDaniel, Jessi Malay, Griselda Martinez, Kiera, Sharlene Taule and Arika Sato.
Our roles included:
  • Influencer gifting
  • Event investment
  • Event planning & deployment

MARKETING – POP UP STORE

Creating An In-person
Shopping Experience

For “act two”, we planned and deployed an open-to-the-public pop-up store at the same location as the event. The goal was to allow loyal Valfré fans and customers to have a first-opportunity to interact with and purchase the Electric Garden palette.
Our roles included:
  • Pop-up investment
  • Pop-up planning & deployment