Diptyque

Diptyque is a French perfume house founded in 1961. It was acquired by Manzanita Capital, the London-based private equity firm, in 2005. The company was founded in 1961 by three artists: Yves Coueslant (a set designer), Desmond Knox-Leet (a painter), and Christiane Gautrot (a textile designer). The three were friends who loved to travel. Their salon opened on Boulevard Saint-Germain in Paris. They mainly offered home furnishings and produced printed fabrics. They also imported fragrances from England. But soon afterward, in 1963, they added scented candles to their product range, and these became one of their main products. Two identical windows and an oval label, and above all, improving the customer experience. The word  Diptyque is the French word for a diptych, referring to two identical panels placed side by side like a book. One of the biggest factors behind the success of this perfume house is its iconic branding. It is recognizable by its oval label, inspired by its archival fabric designs depicting ancient Rome, especially the elongated shield of the Praetorian Guard. Knox-Lat designed its logo, using letters arranged in his calligraphic style. But its meteoric rise over the years is largely due to its ability to evolve. CEO Fabienne Mauny confirms this. "The goal has always been to be a creative brand," she said. "There is no looking back. We place great emphasis on creativity, whether through store design, products, or the customer experience." Mauny, who has been with the perfume house for 12 years, brings extensive experience in perfume and fashion management at Yves Saint Laurent. After leading the brand for more than a decade,  Diptyque has grown significantly, with an aggressive expansion into international stores and the use of digital marketing. In Singapore, for example, the brand made its presence felt with the opening of its first store in Ngee Ann City in 2018; before then, the brand was available only through the beauty products of luxury boutiques. Asked about the brand's expansion in Asia, Mauny says: "Ten years ago, the brand was well known, but only in limited circles, mainly in Europe ... Over the years, we have developed a stronger presence by opening more stores and counters. Wherever we go, we engage with customers who help introduce them to our story and our distinctive approach to perfume. Each store is unique, but we want people to feel the brand's Parisian roots and the refinement it offers when they walk in." Asked how Diptyque responds to changing consumer preferences for fragrances, Mauny highlights how more and more shoppers are looking for a signature scent that can express their personality. “For us, it's about the inspiration and the ingredients behind the scent. Our fragrances are not gendered, so you can choose what resonates with you. It's what suits you.” The company's first fragrance launched in 1968. L`Eau was based on old recipes for home fragrances. And when it comes to home fragrances, Diptyque delivers - even dominates. "In Asia, people weren't used to scenting their homes with candles," says Mauny. "These days, we see much more interest in them. Alongside our rich portfolio of more than 50 candle fragrances, we're constantly working on new ways to scent a space, such as the hourglass diffuser." She adds: "Diptyque has always been about the art of living, and we want to keep evolving - thinking about the fashion bazaar and the decorative objects we've had in our Paris store for many years, as well as more accessories for our signature line."