Diptyque Wants to Fragrance Your Ride

Diptyque Wants to Fragrance Your Ride

Melissa Massello
Aug 22, 2017

If you spend a lot of time in your car, it feel as though it's an extension of your home — so why shouldn't you have a smell to match? That's the idea behind luxury candlemaker Diptyque's new high-end car air freshener, debuting this September.

Far from the paper trees purchased at gas stations and hung from the rearview mirror, or even the slightly classier paper "candles", these plug-in diffusers blend in with your car's dashboard and interior and are being called the first luxury car scent on the market.

The $2.3 billion candle industry is mostly controlled by two extremes: inexpensive, low quality candles with often overpowering scents, or well-made luxury candles at luxury prices. Diptyque, it seems, after dominating the latter, now wants to take over your ride as well as your residence.

Founded in France in 1961 by a painter, a set designer, and an architect's assistant, Diptyque originally made printed fabrics before moving into their now-iconic luxury candle lines — which were followed by perfumes, bath soaps...and now car fresheners. According to Refinery29, the electric car diffusers are launching officially in September, and while we can find the $38 refill cartridges already available online at several luxury department stores (Neiman, Bloomingdale's, NET-A-PORTER and Bergdorfs, for starters), no additional information or pre-sales are yet available on the $60 diffuser or cartridges at DiptyqueParis.com.

Diptyque currently makes candles in more than 50 scents, the most popular of which are "Figuier" (fig tree), "Baies" (rose & black currant), "Feu de Bois" (wood fire) and Vanille (vanilla) — all of which seem to be available in car cartridge form, as well as Ginger, Orange Blossom, Ambre, Roses, and 34, named after Diptyque's flagship address, 34 Boulevard St. Germain in Paris. A cultish celebrity following and a clean, typography-driven design have made them an ever-popular small luxury despite their $64 and up price tag.

The diffuser's scent lasts for three months, which Refinery29 notes is "less than a dollar a day overall":

It's a little easier to justify when you put it that way — but then again, thriftiness probably isn't your first priority if you're considering purchasing a Diptyque car diffuser in the first place.

True facts.

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