Jeanne Damas is a name that is synonymous with French girl style. The model and influencer founded her fashion and beauty brand Rouje in 2016, offering a range of clothing items such as silky blouses, cardigans, midi skirts, and jeans, along with her signature red lip, for those looking to embody the effortlessly chic aesthetic that she embodies.
Despite being referred to as the ultimate Parisian or French girl by the press since she was young, Damas insists that it was never part of a marketing strategy for her business. However, a decade after its inception, Rouje is now gearing up for its next phase of growth, expanding beyond the French girl look while staying true to Damas’s roots. With revenues in the eight figures, the brand is now focusing on scaling its international business, with 55% of sales coming from France and 45% from other parts of the world.
Beauty is another area of growth for Rouje, currently accounting for 10% to 15% of the business. Damas aims to increase this to 20% in the next three years through the introduction of new products. In April, Rouje will be launching a blush, along with accessories and haircare products, to expand its beauty offerings.
Damas believes that beauty products complement the wardrobe and enhance the daily rituals of customers, leading to increased purchase frequency, average order value, and customer loyalty. The brand’s beauty line, Les Filles en Rouje, already includes lipsticks, eye products, and skincare, with plans for the blush to contribute significantly to beauty revenue in the coming years.
In addition to expanding its beauty offerings, Rouje is also venturing into hospitality with the opening of CafĂ© Rouje in May, located within the brand’s boutique on Rue Bachaumont. This move is seen as a way to connect with customers on a more personal level, with Damas emphasizing the importance of bringing her digital brand to life in a physical space.
As Rouje approaches its 10-year mark, Damas has reflected on the challenges faced by influencer brands as new labels and talents enter the market. However, she remains committed to maintaining control over the brand, which is entirely founder-funded with no outside investors. Damas believes that her personal attachment to the brand strengthens its identity and resonates with customers who follow her for a specific style.
Overall, Rouje’s strategic focus on international expansion, beauty product development, and brand experience through initiatives like CafĂ© Rouje, demonstrates Damas’s commitment to evolving the brand while staying true to its Parisian roots. With a strong following and a clear vision for the future, Rouje is poised to continue its success in the fashion and beauty industry.
