The Tamesis
Jeanne Damas is synonymous with French girly style. The model and influencer founded her fashion beauty brand Rouje in 2016, selling silk shirts, cardigans, midi skirts and jeans, as well as her signature red lip, for those who want to emulate the effortlessly chic aesthetic.
“Ever since I was young, the media has called me the ultimate Parisian or French girl. It’s been good for my business, but it was never a marketing plan,” Damas said.
Now, ten years later, Rouje is planning its next phase of growth, taking graduates beyond their French-girl looks while staying true to the founder’s roots. The brand has achieved eight-figure revenue and is currently focusing on expanding its international presence. In terms of sales, 55% are made in France, compared with 45% elsewhere. Beauty is another growth opportunity for Rouje, currently accounting for 10% to 15% of the business. Damas hopes to increase this to 20% in the next three years, which is where new product launches come in: Rouje will launch blush in April, as well as accessories and hair care products.
“The launch of blush and lipstick complements wardrobes and reinforces customers’ daily habits. Beauty can increase purchase frequency, average order value and customer loyalty,” Damas said. Her beauty line Les Filles en Rouje also includes lipsticks, eye products and skin care products. Our goal is for blush to account for 3% of beauty revenue in the first year and 10% of the category thereafter. “The beauty category is a strategic growth driver as it drives purchase frequency, customer loyalty, average order value and overall engagement,” she said.
The brand also returned to the hospitality industry with the opening of Café Rouje in the brand’s boutique on Rue Bachaumont in May. Damas’ parents own a restaurant and previously opened Chez Jeanne in 2019, but the bistro closed during the pandemic. Damas said Café Rouje is a brand activity that brings the brand closer to its customers. “As a digital native, it’s really important to me to bring my shop or cafe to life so I can connect with the community.”
Influencer brands are likely to plateau when they hit the 10-year mark, as new brands and talent are added to the mix. It’s a decision Damas has been contemplating for the past few years, but she won’t be giving up control anytime soon. Rouje has no outside investors and is entirely founder-funded “to control our growth rate, product development and brand image,” Damas said. “It’s scary to have a brand target just one person, but when we look back [data]when I get attached to the brand, it becomes stronger because people follow a certain style of mine. “
