A French word for an English brand carries a note of style that the English equivalent simply doesn’t. Beach is functional. Plage is the Riviera. Most English speakers recognise it without speaking the language, which is the sweet spot for a loanword: evocative but not obscure. It brings the Mediterranean immediately, the coastal south, North Africa, Corsica. That suits a travel guide, a beach club, a hospitality brand, a swimwear line, or a regional tourism project.