My absolute favorite fragrance house is diptyque, which creates the most amazing scented candles and perfumes. They had been my client for many, many years, but last year, they decided to move all operations, including global creative, to Paris.
Of course, my team was a bit disappointed, but hey… if the CEO and upper management feel they need to manage their global marketing out of Paris, that’s fine.
I signed up for their email campaign many moons ago, and I was always really pleased with their messaging and online design…until recently. I’m no longer sure what they’re trying to communicate. The emails I get are watered down, slow to load, and I really don’t “feel them” as the brand I used to know 🙁

The Problem
I found out from a good friend of mine, a diptyque insider, that the new agency doesn’t have a native English-speaking writer on staff! Nor do they have any expertise in e-commerce or any know-how in terms of optimizing on-line sales.
Apparently, the copy is written in French, then Google translated, and then edited by a Parisian copywriter! WOW, I thought to myself, that’s so weird. Why are they doing that? Well, my theory is that maybe they think that we, Americans we “don’t get it” and that the right way is the French way (no pun intended)…

The Fix
diptyque should go back to its roots: the founders (who were also friends), Desmond Knox-Leet (painter), Yves Coueslant (set designer), and Christiane Gautrot (architect) embraced exploration and localization so well.
Having your headquarters in Paris is fine, but localize each market, meaning: hire creative teams who know the local culture, language/slang, as well as the customers who are already fans—they’re the ones who’ve created the LOVE for diptyque!