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This beauty brand has made shopping for fragrances less annoying

Dana Oliver
Beauty Director
The Diptyque Fragrance Pop-Up Boutique in New York City. (Photo: Diptyque)

There are so many reasons why people avoid the fragrance section of a department store:

  1. You’re likely met with some sort of intense aromatic force made up of five to seven scents before you even see the well-lit counters cluttered with colognes.
  2. There is often an overzealous salesperson, armed with the latest eau de parfum, who spritzes it directly in your direction without finishing their pitch.
  3. Perfume is such a personal aspect of one’s life that they are not something you’ll likely choose on a whim.

But one beauty brand has made shopping for fragrances an enjoyable olfactory journey. Fifty years after launching its debut perfume, Diptyque has unveiled an interactive exhibition that allows shoppers to connect their senses with the brand’s scents in a less intrusive way.

When you step inside the Diptyque Fragrance Pop-Up Boutique in New York City, you’ll immediately notice display with hundreds of fragrance bottles. Yet you don’t feel like you’re going to get a headache because there isn’t this whirlwind of odors filling the space.

Instead, a self-guided tour — with interesting facts printed on the walls and highlighted in mini videos about the inspiration behind L’eau, Do Son, Philosykos, and other Diptyque fragrances — welcomes you to engage at your own pace.

These fragrance diffusers are epic. (Photo: Diptyque)

The very way in which you smell the perfumes is what really makes the fragrance trip far out. There is a row of handheld fragrance dispensers that emit key notes with a delicate burst of air; Artist Boxes that allow you to step into a dark room and watch a video featuring the perfumer and artist behind two new scents — Tempo and Fleur de Peau, and one-of-a-kind miniature marble boxes encasing individual fragrances.

You can smell each Diptyque fragrance in these tiny marble boxes. (Photo: Diptyque)

Old-school blotters are also available for shoppers to spritz the scent onto freely — and Diptyque provides signature cards for each so you don’t lose track of which is which at the bottom of your handbag. Brilliant.

While we’re pretty sure the traditional fragrance salesperson isn’t going anywhere anytime soon, we hope more brands will take a cue and lean in on pushy perfume-selling tactics.

The Diptyque Fragrance Pop-Up Boutique (112 Mercer Street, New York, N.Y.) will be open until May.

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