Diptyque is a French perfume company founded in 1961. It was acquired by Manzanita Capital, the London private equity fund, 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 friends who loved to travel. Their living room opens on Boulevard Saint-Germain in Paris. Mostly they offered home furniture and produced printed fabrics. They also imported scents from England. But soon after in 1963, they added scented candles to their product list and it became one of their main products. Two identical windows and an oval label and the main thing is to improve the customer experience. The word Diptyque is the French word for diptych, which refers to two identical windows compounded side by side like a book. One of the biggest factors behind the success of this perfume house is its iconic branding. It can be identified by its oval label, which draws inspiration from its archival fabric designs referring to ancient Rome, and especially to the elongated shield of the Praetorian Guard. Knox-Leet designed his logo and used neat letters in his calligraphy. But his meteoric rise over the years depends largely, thanks to his 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 it is through store design, products or a customer experience. "Maoni, who has accompanied this perfume for 12 years, is rich in experience that includes management in the field of perfumes and fashion at Yves Saint Laurent. Having led the brand for more than a decade , Diptyque has grown significantly with the expansion into international stores aggressively, and the use of digital marketing modes.In Singapore, for example, the brand's presence was felt with the opening of its first store in Nagi Ann in 2018; before, the brand was only available in luxury boutique beauty products. On the brand's expansion in Asia, Mauni says: "Ten years ago, the brand was famous but only in limited circles, and especially in Europe ... We have developed a greater presence over the years by opening more stores and counters. Wherever we go, we communicate with customers who will help get to know our story and our special approach to perfumes. Each store is unique, but we want people to feel the brand's Parisian roots and the sophistication it provides as they enter. "When asked how Diptyque meets changing consumer preferences for fragrances, Maoni emphasizes how more and more shoppers are looking for a signature scent that can express their personality. "The inspiration and the ingredients behind the scent. Our range of fragrances is not gendered, so you can choose what resonates with you. That's what suits you." The company's first fragrance was launched in 1968. L`Eau which was based on old recipes of home fragrances. Indeed when it comes to home fragrances, Diptyque fills - even dominates. "In Asia people were not used to smelling their houses with candles," says Mauni. "Nowadays we see a lot more interest in it. Apart from our rich fragrance portfolio of over 50 scents for candles, we are constantly working on offering new scent techniques, like the hourglass diffuser." She adds: We want to continue to develop ourselves - to think about the fashionable bazaar, the decorative objects we have had for many years in our store in Paris, as well as other accessories for our signature line. "