Luxury candlemaker Diptyque is no one trick pony. This Christmas, the brand is determined to remind customers that it makes perfumes, lotions, soaps and body mists in addition to their candle range.
Diptyque was founded by Christiane Gautrot, Desmond Knox-Leet and Yves Coueslant in the heart of Paris, with the opening of their first shop in 1961. Since it’s beginning, Diptyque has set the scene and become a leader in perfumery with their range of enchanting and elegant scented candles, Eau de Toilettes and diffusers. Each scent comes in the brands signature oval packaging and has amassed a cult following with A-listers all around the globe.
This year has seen Diptyque celebrat the 50-year anniversary of its first perfume, L’eau, by creating a series of personal fragrance pop-up shops around the world in an attempt to raise the profile of its fragrances as well as their North American sales.
This comes as North American sales are 70% candles and 30 % fragrances. Diptyque has set itself the challenge of closing the gap by 5 % each year until the sales are 50-50, stated by Julien Gommichon, president of Diptyque North America.
“Niche perfume is really becoming important in the beauty market in the United States, and we think it is the right time for us to communicate our perfume heritage and to make customers aware of our product and quality,” he said.
Diptyque is synonymous with Candles and at times frequently selling out of certain collections. Yet they are not alone, many households contain a smattering of both Diptyque and the luxurious Fornasetti candles. The market for premium wax candles has been steadily growing year on year and the question of channelling the brand's efforts into fragrances could be hailed as innovative or spreading themselves too thin, only time will tell.
Market research firm NPD Group reported that ‘sales of premium candles totalled $102 million in the U.S. in the past year and is fastest-growing category in the prestige fragrance market.’
Gommichon said. “We have a large variety of products, and we want to understand customer behaviour and what they would be interested in seeing in the future.”
Diptyque unveiled a redesigned website in Europe recently, and its new North American website will debut in March 2019, followed by Chinese and Japanese websites at the end of 2019.
The brand is diving into content creation for the site with “Behind the Scenes” sections to communicate the history of the brand and the creation of fragrances.
“When you enter a store, you get into our sensual world [of fragrance], and we want our digital flagship [website] to reflect that,” said Fabienne Mauny, CEO of Dyptique. “We want to use digital to drive more traffic and attention to fragrance in our own stores.”