{"id":337065,"date":"2026-03-13T10:53:14","date_gmt":"2026-03-13T10:53:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/337065\/"},"modified":"2026-03-13T10:53:14","modified_gmt":"2026-03-13T10:53:14","slug":"does-the-french-girl-brand-playbook-still-play","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/337065\/","title":{"rendered":"Does the French Girl Brand Playbook Still Play?"},"content":{"rendered":"

Jeanne Damas is synonymous with French girl style. The model and influencer<\/a> founded her fashion and beauty brand Rouje in 2016, selling silky blouses, cardigans, midi skirts, and jeans \u2014 along with her signature red lip \u2014 for those wanting to emulate the effortlessly chic aesthetic.<\/p>\n

\u201cSince I was young, the press has called me the ultimate Parisian or French girl. It\u2019s been good for my business, but it\u2019s never been a marketing plan,\u201d Damas says.<\/p>\n

Now, a decade on, Rouje is planning its next growth phase that graduates beyond the French girl look while staying true to the founder\u2019s roots. The brand, which reports revenues in the eight figures, is focusing on scaling its international business. In terms of sales, 55% are made in France, compared to 45% elsewhere. Beauty is another growth opportunity for Rouje, currently accounting for 10% to 15% of the business. Damas wants to increase that to 20% in the next three years, which is where new product launches come in: Rouje is introducing a blush in April, as well as accessories and haircare products.<\/p>\n

\"Image<\/p>\n

The Rouje moodboard. Photo: Courtesy of Rouje<\/p>\n

\u201cBlush and lipstick launches complement the wardrobe and strengthen our customers\u2019 daily rituals. Beauty increases purchase frequency, average order value, and customer loyalty,\u201d says Damas. Her beauty line, Les Filles en Rouje, also includes lipsticks, eye products, and skincare. The goal is for blush to contribute up to 3% of beauty revenue in the first year, and to represent 10% of the category after that. \u201cThe beauty category is a strategic growth driver, because it increases purchase frequency, customer loyalty, average order value, and overall engagement,\u201d she says.<\/p>\n

The brand is also returning to hospitality<\/a> with the opening of Caf\u00e9 Rouje in May, inside the brand\u2019s boutique on Rue Bachaumont. Damas \u2014 whose parents owned a restaurant \u2014 had stepped into this category before, with Chez Jeanne in 2019, but that bistro closed during the pandemic. Caf\u00e9 Rouje is a brand exercise in getting closer to the customer, Damas says. \u201cIt\u2019s really important for me as a digital native to have my store or caf\u00e9 come to life, because I can connect with the community.\u201d<\/p>\n

Influencer brands can hit a plateau when they reach the 10-year mark, as new labels and talents enter the fray. It\u2019s a decision Damas has pondered over in the last few years, but she\u2019s not ceding control anytime soon. Rouje has no outside investors and is entirely founder funded, \u201cto control our pace of growth, product development, and brand image\u201d, Damas says. \u201cIt\u2019s scary to have a brand be about one person, but when we look back on the [data], the brand is stronger when I\u2019m attached to it because people follow me for a certain style.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Jeanne Damas is synonymous with French girl style. The model and influencer founded her fashion and beauty brand…\n","protected":false},"author":2,"featured_media":337066,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[39719,146,2226,165389,85,46,5345,4948,5368],"class_list":["post-337065","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entertainment","tag-cosmetics","tag-entertainment","tag-france","tag-french-girl-style","tag-il","tag-israel","tag-latest","tag-makeup","tag-paris"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/337065","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=337065"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/337065\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/337066"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=337065"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=337065"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=337065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}