**Does the French Girl Brand Playbook Still Play in Nigeria?.** In Nigeria, we've all been fascinated by the effortless chic style of the French girl. Jeanne Damas, a French model and influencer, is one of the faces of this aesthetic. Her fashion and beauty brand, Rouje, has been a household name since its inception in 2016, offering stylish clothing and beauty products that evoke the charm of Paris. Damas says the idea of being a "French girl" has been a blessing in disguise for her brand, even though it was never a deliberate marketing strategy. However, as Rouje approaches its decade anniversary, the brand is now looking to expand beyond the confines of the French girl look while staying true to its roots. Currently, Rouje generates the majority of its revenue in France, with 55% of sales coming from the country and 45% from international markets. To further grow its business, the brand is focusing on the beauty segment, which currently accounts for 10% to 15% of its revenue. Damas wants to increase this to 20% in the next three years through new product launches, including a blush in April and accessories and haircare products. "The beauty category is a strategic growth driver because it increases customer loyalty, purchase frequency, average order value, and overall engagement," Damas explains. The brand's beauty line, Les Filles en Rouje, already includes lipsticks, eye products, and skincare. In addition to expanding its beauty offerings, Rouje is also reviving its hospitality segment with the opening of Café Rouje in May. This will be the brand's second foray into the restaurant business, following the closure of its previous venture, Chez Jeanne, due to the COVID-19 pandemic. For Nigerian fashion enthusiasts, these developments signal that Rouje is looking to deepen its connection with customers and solidify its position in the global fashion market. As the brand continues to evolve, it will be interesting to see how its French girl playbook is adapted to suit the tastes and preferences of African consumers.