Diptyque Smells Opportunity in China and the U.S.

SHANGHAI — Parisian luxury fragrance-maker Diptyque has its eyes on the world’s two largest economies as it steadily expands. The brand, which has 45 stores across 41 countries, is opening more boutiques this year — in Hangzhou, Shanghai, Brooklyn, Tokyo, London and Aix-en-Provence. “The U.S. overtook France last year,” explained Myriam Badault, Diptyque’s international marketing and product creation director, who was at heritage building Cha House, where the brand set up a nearly two-week sensory pop-up exhibition in Shanghai. South Korea, buoyed by duty-free from Chinese duty-free shoppers, and the U.K. follow closely behind. The exhibition, which is open to the public and has people move through various rooms filled with Diptyque scents and play interactive digital games, is aimed at catering to the local market’s hunger to learn more about aspirational lifestyle products. “Customers in China like to discover, they want to also be educated to a new approach, they are very curious to learn and discover what we have to propose,” Badault explained. “The weight of new diffusion systems such as the hourglass diffuser is really much higher here than in other countries.” In line with what many of the broader market studies show, floral scents are top of the list for the

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