Rouje diversifies offer and launches a cosmetics line
As anticipated by FashionNetwork.com last December, the brand created by Jeanne Damas is continuing to diversify its offering with the launch of a skincare line. Available now through the brand's website and its physical points of sale, the skincare line joins the fashion and make-up offerings of the brand founded in 2016.
After launching its first make-up products at the end of 2018 and renaming the category 'Les Filles en Rouje' last year, the firm led by entrepreneur Jérôme Basselier is continuing to bet on the beauty sector. On Thursday February 9, Rouje presented its long-awaited skincare offer, consisting of three unique skincare "essentials". A simple, cruelty-free, vegan skincare routine with 99% natural ingredients and made in France which, like its make-up products, was conceived in the image and likeness of Damas.
Designed for everyday use to give its customers a glowing complexion in three easy steps, the line offers a cleanser designed to purify impurities and remove all types of makeup. Next, the moisturiser provides a soothing and illuminating effect and is formulated with vitamin E, hyaluronic acid, rosehip oil and white peonies. Finally, composed of avocado oil, grape seed oil and vitamin C, the face oil aims to protect and repair the skin from external aggressions by repairing the skin barrier.
Positioned in an accessible premium segment, the products can be purchased at prices ranging from 43 euros for the 150ml cleanser to 58 euros for the oil in a 30 ml bottle, and 55 euros for the 50 ml moisturiser. Rouje also offers a "French Glow" set. The box contains all the line's products and is priced at 160 euros, while the vanity case, which includes two products, retails for 120 euros.
"My vision for Les Filles en Rouje is all about doing less, but better. When I was a teenager, I never had too many skin problems. But when I went off the pill, after eight years of taking it, I started getting hormonal acne on my cheeks," explained Damas about her personal experience, adding that after having tried many products to fix this problem, she found a solution by going back to "a simple routine with effective products". She concluded: "That's exactly what I wanted to achieve with my brand."
The brand's future plans include landing in the United States with a first shop in New York and opening a boutique in Paris' 16th arrondissement. The firm currently operates through its points of sale in La Samaritaine, where it also offers its cosmetics range, and Le Bon Marché, as well as its own shops in Le Marais and at 11 Rue Bachaumont, where its offices are also located.