What’s a socially acceptable age to get a facelift? For Diptyque, it’s 63. (Someone tell the Kardashians.)
On Thursday, the luxuryfragrance brand launched the redesign of its classic candle — its first-ever re-vamp since launching in 1963. “This exciting renovation is the next generation of Diptyque — a visual, sensorial and sustainable update of our most iconic product — ushering the brand into an era that marries our beautiful brand heritage with modern luxury codes,” Jessie Dawes, chief marketing officer of Diptyque Americas, tells Fashionista.
This involved making subtle changes to the candle vessel and label: In collaboration with Franco-Swiss designer Julie Richoz, the brand reimagined its iconic vessel with an oval shape embossed on the side. While the label’s typeface remains the same, a glass ridge now outlines the label’s perimeter, adding a new level of emphasis.
Photo: Courtesy of Diptyque
“The new collection doesn’t introduce entirely new historical references; instead, it deepens and elevates existing ones, honoring the brand’s legacy while subtly modernizing its expression,” Dawes says. Diptyque also collaborated with perfumers Alexandra Carlin and Olivia Giacobetti to introduce five new scents — Cafe (Coffee), Ortie (Nettle), Sesame Noir (Black Sesame), Rhubarbe (Rhubarb) and Shiso — to join its extensive candle collection.
The makeover comes with another future-minded facet: sustainability. Diptyque focused on waste reduction with its candle re-vamp, incorporating this goal in multiple ways. Starting in September, select candles will be refillable. The updated vessel design also uses a new, proprietary pressed-glass technique that results in an 18% reduction in carbon footprint, per the brand.
It’s not uncommon for brands, beauty or otherwise, to undergo visual makeovers — but for a legacy label as established and recognized as Diptyque, the development is notable. In some instances, redesigns are a risky strategy with potential to alienate longtime core customers. Diptyque’s is subtle, though, and according to Dawes, the team’s goal was to maintain the brand’s visual identity while modernizing it.
Photo: Courtesy of Diptyque
“The new vessel very consciously preserves and reinterprets the brand’s heritage,” she emphasizes. She points out the label typography as an example: “The distinctive typeface, originally created by founder Desmond Knox-Leet, stays true to its origins yet has been stretched and enhanced to bring a modern approach. Inspired by cryptographic codes, the new font and appearance reflect the founders’ artistic freedom and remain a core element of Diptyque’s visual identity.”
Diptyque’s redesigned candle vessel is available to shop online, here.
