Jeanne Damas Rebrands and Relaunches Rouje Beauty Line
PARIS — French style brand Rouje is rebranding and relaunching its elegance presenting as it prepares to increase into pores and skin treatment.
The Rouje Beauté line, launched in 2018 and consisting largely of lipsticks inspired by founder Jeanne Damas’ trademark pink pout, will be renamed Les Filles en Rouje, starting with the introduction of its initially confront palette on May perhaps 8. It programs to steadily increase into other coloration cosmetics classes by means of 2023.
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“I wished to independent them and launch a new website and a new identification, for the reason that I want to give [the beauty collection] far more area,” Damas said at a launch event, held in her new workplace at the Rouje headquarters in Paris. “At Rouje, lipstick was at first made as an accent, like a bag or footwear. Now we want to acquire a entire selection of make-up.”
The title of the line loosely interprets as Ladies in Red, nevertheless Damas has customized the French term for the coloration, “rouge,” with her individual initial.
“It was an expression we used internally to communicate about people who stick to the brand,” she mentioned. “Initially, I was afraid that it could be a bit prolonged for a model title, but in the end, I thought it worked for the reason that it opens up a total globe of prospects — the ‘girls’ are not just me, it is every person.”
Courtesy of Les Filles en Rouje.
She’s keen to issue out there’s nothing girly about the array by itself, which will come in brightly coloured packaging with a graphic new brand. “The manufacturer may be identified as Les Filles en Rouje, but in actuality, it’s for all generations,” she explained. “This make-up is designed to reveal your normal magnificence and enables you to be playful.”
Even so, Damas — who rose to fame as a teen as the embodiment of French Female Type — continues to be the principal muse for the assortment and its retro-model packaging. For her debut complexion supply, housed in a tortoiseshell-patterned compact, she wished one thing gentle with creamy formulations.
Priced at 49 euros, the palette has 3 shades of highlighter, made up of cocoa butter and jojoba, and 3 blush colours, enriched with castor oil, created to function with distinctive pores and skin tones. “I never ever use basis, but I like to don a minor light-weight and coloration,” she stated. “It’s not intended to hide the pores and skin.”
In September, the 30-year-outdated designs to launch a complete skin treatment line.
“During confinement, there was not a great deal opportunity to wear makeup, apart for oneself. Skin treatment took on a much more crucial area in our lives. That received me intrigued in launching my own line,” she reported. “I’ve normally employed only 100 per cent organic goods, so I truly needed to generate it with normal components.”
Even though she strategies to launch the selection with glass packaging built to be exhibited on toilet cabinets, she wants to introduce refillable formats later down the line.
Damas hopes to open up a separate beauty boutique in close proximity to her office environment and retail store on Rue Bachaumont, if a house opens up. “I’d like to have yet another store just for natural beauty, to supply a diverse encounter, simply because the two can coexist, but they can also discuss to two diverse prospects,” she stated.
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