Isabelle Rapier reinvents beauty at home with Jolimoi

Posted on Sep 13, 2022, 9:03 AM

I took the Tupperware seller marketing model door-to-door into the 21st century.e century. Isabelle Rapert leads Jolimoi, which has just been awarded the EY title of best company in the Ile-de-France region, as part of 30e An edition of the Entrepreneur of the Year award.

Founded in 2016 in Paris, Jolimoi markets beauty products through a network of in-house and online independent sales representatives. In concrete terms, in addition to the classic at-home social selling model, “beauty stylists” (the name given to independent sellers in the Jolimoi network) also offer personalized buying advice both online and through social networks.

A multi-brand model is essential

“It all started in 2009, when I founded my own beauty brand, Dermance, specializing in the mature skin segment. Convinced that social selling is the future of distribution, I bet on a network of independent sellers who go door-to-door,” explains Isabelle Rapier. door, but I add this digital aspect to it.

But the model is quickly reaching its limits, because with fewer than 15 products the brand refers to, sellers are struggling to retain and expand their customer base. At the same time, many beauty brands interested in the Dermance marketing model approached the entrepreneur to offer her a partnership, thanks to which she was included in their catalog of sellers.

This is how Isabel Rapier founded her second company, Jolimoi, whose catalog already lists 60 brands and will expand further in the coming months. In order for the 5,000 beauty stylists in the company’s network to find their way, it created an algorithm associated with a chatbot, which makes it possible to make an initial selection of products according to the similarities and physiological characteristics of potential customers. .

Personal advice

Based on this pre-selection, the beauty stylists then provide personalized advice, based on the training provided by Jolimoi and their own specialties. “Most of our network members have a specific experience: skin, hair, clean beauty… and that is also what makes the added value to them,” emphasizes the manager, who also insists on the importance of seller and client trust: “Beauty stylists are compensated with a variable commission, but without an incentive process to sell specific product, so as not to bias the advice. »

This marketing model has proven successful, since Jolimoi achieved a turnover of 4.4 million euros in 2021, compared to only 463,000 euros in 2019. To further accelerate its growth, the company has just raised 7 million euros in Series A with, in particular, Seventur Partners And a showroom, those funds should allow it to grow from 40 to 70 employees by the end of the year, investing in data acquisition, algorithm improvement and development internationally.

Today, Jolimoi is mainly located in France, yet it makes about 10% of its sales in Belgium. The short-term goal is to consolidate its position in this country, and then establish itself in several countries in southern Europe.

*The Entrepreneur of the Year award is organized by EY in partnership with HSBC, Verlingue, Steelcase and Bpifrance.

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