Mlle. Bellerose is a French luxury cosmetics house created in 2014. The house imports and export, through its online store, premium and rare cosmetics from around the world that are not found elsewhere.

Our goal is to create an environment of enchantment and classic decadence. Rather than selling simple beauty products, Mlle Bellerose focuses on creating a marvelous dream which all the women at heart can participate, and be a part of.

Women and Men in touch with their feminine side.

• Mid-to-High income.• Prefer a luxurious lifestyle.• Prefer quality over quantity.• Francophiles.

Internet Beauty Gurus

• Interested and are popular in social media.

Mlle Bellerose offers a classic and feminine design that has both and air of elegance, romanticism, and extravagance. The image is the most important part of the marketing strategy, an image of exclusivity and rareness.

Photos of the luxury products are placed both on the product tab, as well as on all around the page. This allows the user to be more familiar with it and, those who are interested, be tempted to acquire the products for their fabulous display.

The site also focuses on the “event” page, when on regular basis events such as contest are promoted. Most of the contests consist on social media, such as the “Haultastic Giveaway” where participants should record and upload a video to YouTube, where they do a haul of Mlle Bellerose products. The winner would then receive a year supply of premium rare products. By doing so, not only are the customers guided to buy products from the site, but also to promote the brand with their followers.

The display is simple, but the price of the product is direct, unlike premium physical stores where the price of premium items is often hidden. The most recent arrivals are displayed on the front page, and promoted with both and event and multiple graphics. This gives an idea, to the potential consumer, of what she or he can take home. 

The brand focuses entirely on image and exclusivity. The prices tend to be on the higher side, since desired costumers are those who prefer to spend more money on many specialized items at once. Given that cosmetics are a thing that should be purchased in sets, costumers, with the appropriate income or spending leverage, would be inclined to spend larger numbers on bigger quantities.

Mlle Bellerose sells exclusivity and rare products that are hard to purchase elsewhere. The desired market is one who is willing to spend more for the experience, image, and selectivity. Because of an exclusive image, advertising in popular media or sites would cheapen the brand, thus word of mouth is preferred over commercial advertising. This, certainly, cuts much of the available market; however, that is the purpose of the brand. Rather than being a run of the mill store, it makes it potential customers feel special and unique, even when they cannot easily afford it; therefore, creating a sense of loyalty and empowerment in the costumer that cannot be purchased elsewhere.