Cosmetics startup La Bouche Rouge makes Hong Kong its trial market
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French cosmetics startup La Bouche Rouge has chosen Hong Kong as its first Asian market ahead of a regional rollout.
Founder Nicolas Gerlier introduced the firm’s eco-friendly lipstick line in an interview with the Hong Kong Trade Development Council.
The concept of the brand came about when Gerlier realized that up to 1 billion used lipstick tubes are thrown away every year, contributing to plastic pollution.
“I believe that it is impossible to create a new beauty house today without thinking of the environment, without giving meaning, without becoming part of a socially responsible project,” said Gerlier. The idea developed in his mind “until the day I decided to launch my own model”.
Gerlier was inspired to develop an eco-friendly brand based on his work under Ezra Petronio at L’Oreal Luxe, who is now the firm’s co-founder and creative director.
La Bouche Rouge lines include the Metiers d’Art Collection – personalizable artisan-crafted lipstick cases – and products in leather pouches which customers refill by purchasing more lipstick at the outlet or online. There is no need to discard cases.
“At La Bouche Rouge we talk about being ‘beautifully sustainable’,” said Gerlier. “We believe in creating the desire to consume differently and we are convinced that this is achievable through designing beautiful and easy objects. There should not be any compromise between sexiness and sustainability.”
“until the day I decided to launch my own model”
The firm also has a line of vegan products, which do not use beeswax or any other animal-derived material, soon to be made available in Hong Kong.
Gerlier says Hong Kong was a natural choice when La Bouche Rouge decided to expand beyond Europe and the US. “Hong Kong is a living and dynamic economy, with the whole aura of Asia in its globality,” Gerlier said. “I am convinced that sustainability combined with luxury in makeup is our future and we are very proud to be launching so far from France just a year and a half after our launch.”
At present, La Bouche Rouge sells at Lane Crawford in Hong Kong, its first Asian outlet. The firm plans to develop other points of sale in Hong Kong as well as in Japan and Korea.
With its strong international connections and large French community, La Bouche Rouge finds Hong Kong a good base for its move into Asia. “Our team here is made up of French people who have lived in Hong Kong for a long time. The cosmopolitan city lets us connect with a lot of different nationalities and customers.”
Questions & Answers
Q.What is the main environmental problem La Bouche Rouge aims to address with its products?
What is the main environmental problem La Bouche Rouge aims to address with its products?
The brand's concept originated from the realisation that approximately 1 billion used lipstick tubes are discarded annually, contributing significantly to plastic pollution. La Bouche Rouge designs products to reduce this waste.
Q.How do La Bouche Rouge's products support their eco-friendly approach?
How do La Bouche Rouge's products support their eco-friendly approach?
Their products, such as personalisable cases and leather pouches, are designed to be refillable. Customers purchase refills for their existing cases or pouches, eliminating the need to discard the entire product each time.
Q.Why did La Bouche Rouge choose Hong Kong as its first market in Asia?
Why did La Bouche Rouge choose Hong Kong as its first market in Asia?
Founder Nicolas Gerlier views Hong Kong as a dynamic economy representing Asia's global aura. Its strong international connections and established French community also make it a suitable base for their Asian expansion.
Q.Where can customers currently purchase La Bouche Rouge products in Hong Kong?
Where can customers currently purchase La Bouche Rouge products in Hong Kong?
At present, La Bouche Rouge products are sold at Lane Crawford in Hong Kong. The company plans to establish additional points of sale within Hong Kong and expand into Japan and Korea.
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