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Diptyque Goes Direct To Consumer

May 11, 2018: 12:00 AM EST

Diptyque CEO Fabienne Mauny recently disclosed on its 50th anniversary the unisex fragrance and skincare brand is focusing on direct-to-consumer selling, offline with pop-ups, and online on its website and social media aimed at younger buyers. The shift responds to increasing consumer preference for niche/indie brands with a strong identity and buying online. The focus will also allow Dipytyque to address varied consumer preferences in its main markets in the U.S., Europe, Asia and the Middle East, like younger buyers who prefer its gender-less fragrances and the 60-70 percent consumer demographic who surf before they buy.[Image Credit: © Diptyque]
Mickey Alam Khan, "Diptyque CEO on pop-ups, expansion and state of the fragrance market", Luxury Daily, May 11, 2018, © Napean LLC
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