Diptyque Paris, the French scent company known for its luxury candles and artisanal scents, is looking to attract the Gen Z set with wearable fragrance, including jewelry and temporary tattoos.
Diptyque’s scented candles have gained near cult-like followings with Millennials, with Baies and Feu de Bois especially favored among the style set. Now, the brand is hoping its latest product launch, Prêts-à-Parfumer collection, will attract an even younger group of consumers to the brand.
A trio of products, including perfumed stickers for $55; a perfumed brooch, $120, and perfumed bracelet, $90, are being introduced in early September. The scented stickers are like temporary tattoos — the brand likens them to “mobile diffusers” — and are available in a range of baroque-style motifs, in the Do Son, Eau Rose and l’Ombre dans l’Eau scents. The gilded metal perfumed brooch, in the shape of a bird, is available in the Do Son, Eau Rose and Fleur de Peau scents. Finally, an adjustable perfumed bracelet made of braided thread comes in the Do Son, Eau Rose and Tam Dao scents.
That tattoos in particular are a way for consumers to identify themselves as Diptyque shoppers or “part of the community,” said Julien Gommichon, president of the Americas for Diptyque. “It’s part of our DNA and heritage to create playful new perfume gestures.” He noted that the while the Prêts-à-Parfumer is designed for “all customers” of the Diptyque brand, it seems as though it was really designed with the “younger clientele” in mind.
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Prêts-à-Parfumer will be sold on diptyqueparis.com and in Diptyque stores.
Diptyque’s is widely known in the U.S. is as a candle brand, but the company has taken steps to change that in recent years, opening up last spring an experiential pop-up in SoHo that focused on the brand’s fine fragrances. Since it was acquired by Manzanita Capital in 2005, Diptyque has expanded its range of product from candles and fine fragrance to lifestyle products from skin-care to stationery.
New standalone stores in the U.S. this year, in locations such as Las Vegas and Hawaii, have pushed the U.S. past the brand’s native France in terms of sales. More store openings are planned for this year, in Brooklyn and Los Angeles. Diptyque operates 45 stores across 41 markets and is growing at about 25 percent per year, the brand told WWD in April. Growth is primarily driven by its direct channel.