Diptyque -- An Art of Living Through the Senses

Hello! Welcome to my blog again! And today’s topic is our favorite – perfumes!

Diptyque is one of the most well-known luxury fragrance brands with an exquisite design and first-class raw materials. The brand represents the art of living through the senses and brings consumers the experience of the beauty and textures of the French lifestyle. The digital marketing of the brands focuses on atmosphere, rich scent, fine ingredients, exquisite craftmanship, artsy and quality lifestyle, love, and care. It successfully roots its brand image and styles into consumers’ minds through campaigns. However, the competitive fragrance markets also have other luxurious brands like Jo Malone London and BYREDO. I compared these three brands and found some implications Diptyque could use to improve its digital channels.

Among these three brands, Jo Malone is the only brand that has a TikTok account. Instagram and the official website are the main digital channels for communication for brands. Diptyque and Jo Malone have very similar content categories on Instagram. There are posts about new products, seasonal campaigns, and lifestyle images, while BYREDO shifts focus to makeup products instead, but still has posts of ingredients.

From my point of view, Diptyque is doing great in conveying brand stories and products, but as a brand uses precious fine ingredients, there could be some posts related to ingredients to deliver a valuable message. Also, it is a great way to learn from Jo Malone to incorporate brand lifestyle into daily posts like decorations or new product launches.

The websites of each brand all have a unique design that sticks to the brand image and history. However, Jo Malone has a link for in-store experience booking, and BYREDO emphasizes free express shipping, same-day delivery for some regions, gift wrapping, and free samples for each order. I think as a luxurious brand, the act of having a link on the official website for experience booking adds a more exquisite and elegant image. Besides, the cost of free services that BYREDO provides is not high but can greatly improve user experience. It will be a good way to provide similar benefits to increase consumers’ brand loyalty.

That’s a brief wrap of my gap analysis for the brand. Leave a comment about your opinions! If you would love to learn more about digital marketing in the fashion or beauty industry, come back and check out my future posts!

image source: Instagram of diptyque, Jo Malone, BYREDO