Bâton Rouge: Leading the Custom Lipstick Revolution in Europe

Bâton Rouge is redefining the European beauty market with its unique concept of custom-made lipsticks, experiencing a significant sales surge in 2023. Founded by Christelle Percheron, the brand addresses common frustrations in lipstick shopping—finding the perfect shade, receiving expert advice, and dealing with unflattering store lighting. At Bâton Rouge, customers enjoy a seamless experience with personalized 30-minute consultations from professional makeup artists, resulting in high demand and a fully booked calendar months in advance. This success is fueling plans for expansion in Paris and beyond.

Impressive Growth and Customer Engagement

Since its inception, Bâton Rouge has seen remarkable growth. Sales doubled from 2022 to 2023, reaching a six-figure turnover. Over 10,000 lipsticks and 4,000 gift cards were sold in 2023 alone, highlighting the brand’s popularity. The boutique’s intimate 24 sq. m. space is bustling with activity, often accommodating duos, groups of friends, and even professional events. Despite the small space, the boutique manages to handle the high demand, although there is a two-month waiting list. To meet growing customer needs, an additional makeup artist has been hired, and plans for a second, larger boutique are underway.

Exciting Expansion Plans for 2024

The brand is set to open a second boutique in Paris, ideally in the Saint-Germain-des-Prés district, tripling the size of the current Marais location. This new store aims to open by summer 2024, in time for the Olympics, or by autumn at the latest. The expanded space will accommodate larger groups, such as hen parties and birthdays, and support more business events, which currently make up 10% of sales. This move is expected to significantly enhance customer experience and brand presence in Paris.

Trends and Innovations in Lip Makeup

Bâton Rouge closely monitors lip makeup trends, noting a balanced demand for both liquid and solid lipsticks. Seasonal preferences show a shift towards gloss in spring and summer, while matte liquid lipsticks dominate in autumn and winter. Satin finishes maintain consistent popularity year-round. Fragrance is also a significant factor, with 80% of customers opting for scented lipsticks, particularly the strawberry-blackberry variant. Color trends reveal a strong preference for various shades of red and natural nudes.

Looking ahead, Bâton Rouge plans to introduce pearlescent and glitter pigments in September and launch ready-to-use lip pencils by the end of 2024. The brand is committed to high-quality, natural ingredients, with castor oil as a primary component and Ecocert-certified, allergen-free fragrances. Additionally, an engraving service for lipstick cases will soon enhance personalization options.

Future Developments and International Expansion

Bâton Rouge aims to set the benchmark for bespoke lipsticks across Europe. Plans are in motion to open the first international boutique in London by next year, focusing on the Covent Garden area. Milan is also a top priority for future expansion, likely hosting the fourth boutique.

In response to B2B demand, the brand is developing a 500-cavity molding machine to produce small batches of customized lipsticks for other brands, including those in the fashion, hygiene, and food sectors. Flexible packaging suppliers enable Bâton Rouge to offer customized packaging options, pushing the boundaries of co-creation.

Stay tuned as Bâton Rouge continues to innovate and expand, setting new standards in the world of custom lipsticks.