Diptyque’s international brand strategy
- Clara O'Mahony
- 29 nov. 2021
- 2 min de lecture
Black calligraphic letters in a white oval: more than an aesthetic, a trademark.
The luxury House Diptyque is mostly known for its sumptuous and expensive interior candles, a “high perfumery” niche market which they pioneered 60 years ago. Although the candle activity remains the emblematic activity of the brand, half of Diptyque’s activity is dedicated to cosmetic products, such as perfumes and face & body lotions.
In 2005, Fabienne Mauny was appointed Executive director when the three founders of the brand sold Diptyque to a giant American investment fund specialized in small luxury cosmetic brands. It was at that moment that the brand saw its business take another dimension.
Diptyque has not only made itself a place in the French market; in fact, 85% of its sales are generated internationally.
Their strategy? No publicity and relying purely on “intuition”, with no marketing budget nor communication investment. However they are not completely absent on social media (Facebook, Twitter and Instagram), as they still have to communicate on their brand and their latest releases. Thanks to their multi-lingual e-commerce website, they have been able to reach customers on a global scale, but they refuse to invest in any form of publicity to promote their brand.
They have managed to build themselves a strong reputation due to high quality of their products , and they hence have the benefit of being quoted in beauty magazines and of appearing on famous influencers Instagram accounts, with no commercial binding contract.
The company has been creating a name for itself over the past 10 years, for example, by developing its own stores in carefully selected places. The impressive results demonstrate a presence throughout 45 countries, including China, with 1200 points of sale and 70 of their own points of sale.
Fabienne Maury argues that it is the direct contact with their clients which enables them to promote the brand and explain their product offering. Diptyque enjoys organizing house events to which some celebrities are invited, and with whom they entertain good relations. They also master the art of pop-up stores and ephemeral boutiques which will offer their range of products and perfumes, combined with exhibitions on its story and creative workshops.
I hope you enjoyed reading about Diptyque’s international brand strategy, and stay tuned to hear more in depth about the role of art for Diptyque’s brand strategy.
By Clara O'Mahony
29/11/2021
References
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