that hardly seems to matter to its acolytes, who famously include Beyoncé, Victoria Beckham and John Mayer (who pronounces the smoky Feu de Bois “foh da boys”). At times, the devotion can turn comic. In advice that captures both the sincerity and absurdity of the Diptyque world, one Redditor recommends burning two candles together to salvage a purchase not hitting the mark. (Did you know the French word for candle is bougie?) That people are willing to buy an untried, expensive scent through their screen – one of retail’s trickier challenges – is testament to the blind faith the brand inspires. The kind of blind faith that means you won’t be seeing any Diptyque steals this Black Friday. So what can retailers borrow from this logic-defying brand? Let’s take a look at what’s behind its cult appeal. It starts with luxury credentials. A Diptyque candle is hand-poured and wicked over two days. It uses only premium natural ingredients. And its scent is composed like a perfume, with base, heart and top notes for interest and depth. The brand also has a compelling backstory.   Unlike Cire Trudon, which traces its candle-making heritage to the 1643 court of Versailles, Diptyque sprang from more bohemian vibes, when a painter, an interior architect and a theatre designer opened a boutique on Boulevard Saint-Germain in Paris in 1961. While the trio initially sold textiles and objects sourced from their travels, they soon added handmade candles, with the first scents being hawthorn, cinnamon and tea. From the beginning, their candles stood out. Not only for their fragrance – unusual, and far more concentrated than most – but for their authentic storytelling and design appeal. Along with scents that drew on the trio’s memories, each candle featured hand-painted letters inspired by founder Desmond Knox-Leet’s time as a World War II codebreaker at Bletchley Park. Today, his poetic calligrams and oval emblem have become the brand’s signature – endlessly adaptable, instantly recognisable and often spied on Instagram coffee tables. Diptyque candles are bought as much for their aesthetic as for their scent. At home in a growing category A long-time champion of the art de vivre – the appreciation of the small, sensory pleasures of daily life – Diptyque was readymade to capitalise on a world newly attuned to wellness, self-care and the home as sanctuary. While sales aren’t public, as a market leader, it’s surely benefiting from the expected category growth of 12.1 per cent a year. This success hasn’t gone unnoticed, with Gucci, Louis Vuitton, Celine, Loewe and Bottega Veneta all launching their own candle lines in recent years. Meanwhile, at the other end of the market, dupe culture has brought a different kind of competition with budget brands mimicking Diptyque’s bestselling scents at a fraction of the price. Should Diptyque be worried? While Loewe’s popular anti-luxury candles (mushroom, beetroot and tomato leaves, to name a few) prove there’s appetite for fresh ideas, Diptyque remains the benchmark thanks to its brand credibility. As competition heats up, Diptyque will need to stay true to its core character while finding new ways to assert its expertise in scent and design – an effort that comes alive in the immersive, art-filled flagships it’s recently opened in Paris and London.   What can brands learn from Diptyque? Belief isn’t born of logic. In fact, it often defies it – like paying $600 for a candle. To its loyal customers, Diptyque’s candles are more than wick and wax – they’re “a return from berry picking,” a field of freshly-cut hay on a summer’s day, or a stroll through fig and cypress trees: emotional escapes doubling as lifestyle statements. For brands looking to avoid steep discounts this Black Friday, the lesson is clear. Build a world around your product, connect emotionally and make people believe in your brand – not just buy it.  Lisa Wilson is an Associate Director at brand language studio XXVI, part of the Principals Group.