Working with brands such as L’Oréal, Sephora, Gisou, Glossier, and Sol de Janeiro, Twelve positions itself as a genuine extension of their teams. “We’ve built strong, collaborative relationships with our clients, grounded in a shared mindset that values responsiveness, agility, social media savvy, and flexibility — whether in timelines or production volumes,” says Alexandra Joneaux to Premium Beauty News.
Recent creative collaborations — like the one with French influencer Léna Situations for her brand Hôtel Mahfouf — highlight Twelve’s dynamic role in the process, contributing from the earliest stages of concept development.
From design to social and viral impact
“Our goal is not just to develop products, but to create experiences that resonate with communities,” Joneaux emphasizes.
All designs are developed in the United States or in Europe, but always with a global, connected outlook. “The challenge today goes beyond aesthetics — it’s a strategic,” the manager explains. “Every project is crafted with the goal of achieving social media virality, while also embedding strong commitments to corporate social responsibility.”
A dedicated team closely monitors TikTok trends to create tailor-made and creative influencer activations. “We design unique experiences — like piñata boxes for Burt’s Bees or fresh pizzas delivered alongside Kiehl’s products — to generate strong buzz on social media. In this highly competitive space, standing out is key.”
To deliver such results, Twelve grounds its creative intuition in rigorous analysis. The agency’s teams rely on consumer data to build in-depth trend reports. “This ongoing monitoring enables us not only to meet market expectations, but to stay ahead of them — co-creating with brands to develop products that carry strong cultural and emotional resonance. Product innovation starts with anticipation,” says Alexandra Joneaux.
Expert supply chain management
From pouches and boxes to water bottles, keychains, and phone cases, the wide range of products developed by Twelve demands precise and agile supply chain management. These logistics have grown increasingly complex, particularly in light of evolving U.S. tariff policies targeting goods imported from China.
Like many in the industry, the agency has worked to stay ahead by diversifying its production base, establishing partnerships with manufacturers in Vietnam, Cambodia, and across Europe. “That said, certain areas of expertise found in China remain difficult to replicate elsewhere. Every project is a careful balance between cost, timelines, design, materials, and craftsmanship,” emphasizes Alexandra Joneaux.
Every six months, the agency organizes Appartement Twelve in Paris, a gathering where brands and partners can discover the latest innovations in a creative showroom setting. "The ultimate point of reference remains the consumer. It’s with them — and for them — that the trends of tomorrow are shaped," concludes the director.
