According to Cosmetics Business, recently, the French salon perfume brand Diptyque will appoint Laurence Semichon, the former senior vice president of the brand, as the brand's new CEO, responsible for accelerating the expansion plan of the fragrance brand, effective July 1.
"It is a great honour for me to take on this new role at Diptyque, a brand with a meaningful history and unlimited potential." Laurence Semichon said.
● Laurence Semichon
The former CEO of Diptyque is Fabienne Mauny, who has been at the helm of Diptyque for more than 16 years. Fabienne Mauny has been promoted to operating partner at private equity firm Manzanita Capital and has also been named the new president of Diptyque. The private equity firm is not only the parent company of Diptyque, but also owns a minority stake in Byredo, a Swedish niche fragrance brand.
Fabienne Mauny said: "In my opinion, it is crucial to build a new leadership team who will be able to lead the new phase of Diptyque's development. This reflects what we have always wanted to instill, a continuation and recognition of the founders' program, but also an opportunity to give new responsibilities to those who contribute to the company's growth and strategic repositioning. ”
According to public information, Diptyque originated at 34 Avenue Saint-Germain in Paris, France. In 1961, Christiane Gautrot, Desmond Knox-Leet and Yves Coueslant from the world of art and decorative design came together with a common creative vision to open the first Diptyque boutique at 34 Avenue Saint-Germain in Paris.
Originally, the store was designed to showcase the trio's interiors and collectibles from their travels. Two years later, they launched three scented candles. In 1968, Diptyque launched its first eau de toilette, Eau de Eau de Diptyque's Eau de Toilette collection has always been steadfast in its refined elegance.
Subsequently, Diptyque has innovated and launched body and skin care products such as scented soaps and shower gels, which have their own unique space in the field of personal and home fragrances, which are loved and sought after by young people. Since the beginning of this year, Diptyque has launched four limited edition flavors: coffee, chanty cream, biscuits and candied fruits, inspired by the menu of the Verlet café in Paris.
Diptyque's positioning is clear, the use of aromas is free, and it does not follow the usual rules. Different from the fragrance of the general perfume industry, Diptyque chooses more natural raw materials. Eric Cauvin, Diptyque's global commercial director, has publicly stated to the media, "They don't have a specific time limit to create, they can create any fragrance they want, use any ingredients they want. ”
After 1995, Diptyque developed into a premium scented candle company. In 2005, Diptyque was acquired by private equity fund Manzanita Capital Ltd. and developed into an emerging lifestyle company from home fragrances to skin care products. As of 2019, Diptyque has 45 stores in 41 countries around the world, and has maintained an average annual growth of 20-25% over the past decade. At the beginning of May, Diptyque opened two "maison" concept stores in Paris and London to promote the future growth of the brand.
Diptyque entered the Chinese market in 2014. The brand opened a small store in the International Finance Centre mall (IFC) in Hong Kong and quickly became the brand's highest-selling store. After that, Diptyque expanded in China, opening its first flagship store in Chinese mainland in Shanghai Hang Lung Plaza in 2015. By the end of 2018, Diptyque's sales accounted for 1/4 of the entire niche fragrance market in China. According to Diptyque's official website in China, it has opened a total of 32 offline stores in cities such as Beijing, Shanghai, Nanjing, and Hangzhou.
Online, Diptyque has stores on WeChat, Tmall, JD.com and Douyin. According to Diptyque's official website in China, Diptyque is managed by Manlin (Shanghai) Trading Co., Ltd. to manage the brand's operations in China. At present, Diptyque's Tmall flagship store has 1.06 million fans. On Xiaohongshu, there are 130,000+ Diptyque-related notes, among which Diptyque's fragrances such as Summer Light, Toussaint, Skin Flower, and Sensory Water are the most mentioned, and are loved by Chinese consumers.
According to Euromonitor data, in 2024, the global perfume fragrance market size is expected to be between US$57 billion and US$61 billion (about 414.2 billion yuan to 443.3 billion yuan), and it is expected to exceed US$79.296 billion (about 576.3 billion yuan) by 2027. Since the beginning of this year, beauty and luxury giants such as Coty, L'Oreal, and Kering have made frequent moves in the fragrance track. And high-end, niche fragrances are especially favored by giants. As a niche salon art brand, Diptyque has great development potential and advantages.
值得注意的是,在这次高层大变动中,Chris Garek也将辞去Manzanita Capital运营合伙人及Diptyque董事会主席的职务。 而Diptyque的原首席运营官Nicolas Floquet,已经被任命为Diptyque的副首席执行官,以支持Laurence Semichon的新角色。
Bill Fisher, Chairman of Manzanita Capital, said: "These leadership changes will position Diptyque for the future and deliver solid, profitable and sustainable growth. ”