Diptyque Paris Takes Orphéon’s New Collection Stateside
Diptyque Paris is doubling down on a hero product.
Orphéon is getting a limited-edition packaging treatment in varied sizes as well as a bundle of two candles, ranging in price from $96 to $300. It will hit shelves this week and be available through April 16.
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Orphéon is the brand’s top-selling fine fragrance — industry sources estimate global retail sales for the product are around $57 million — and it’s a category the brand has increasingly played in with the launch of an ultra-luxury collection last year.
The limited-edition range derives the same inspirations as the original product. Next to Diptyque’s first store on Boulevard Saint-Germain in Paris, a jazz club named Orphéon inspired the fragrance’s olfactive composition, such as tobacco smoke and burnished wood.
The jazz club is getting a multisensory iteration in New York to ring in the launch of the collection, as well as a partnership with Spotify entailing a multigenre playlist and out-of-home billboard buys in New York’s SoHo and Williamsburg neighborhoods. Given the broad appeal of the scent in the U.S., it made sense to cast a wide net on the marketing front, said Laurence Semichon, Diptyque Paris’ global chief executive officer.
“We see a high sophistication of fragrance usage in the U.S. market,” she said. “This fragrance has as many male clients as female clients, and is telling of the origins of Diptyque.”
Those origins, which include the founders’ multidisciplinary backgrounds, are also in brick-and-mortar. “Diptyque has always been deeply rooted in the in-store experience and making sure we have elevated client interactions,” said Sylvie Kilduff, president of Americas for the brand.
The jazz club’s New York iteration “is a way for us to bring that same spirit into an immersive, multisensory activation. It’s a different point of contact than the boutiques and it’s a way for us to connect both with loyal customers as well as new audiences in a way that is unexpected and culturally rich.”
More than 6,000 attendees have already signed up to attend the jazz club, which opens Friday and will remain open through the weekend.
“The idea is to be visible in cultural centers of creativity, and also where there is high traffic from clients that we want to attract,” Kilduff said.
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