TASK

For the 2025 holiday season, we were tasked with helping Diptyque launch the “A Night of Wax and Gold” collection and themed pop-up in Central. Inspired by a magical Parisian fairytale set in Saint-Germain-des-Prés, the collection transported guests to a world of fantastical, mysterious, and imaginative objects.

EXECUTION

Our omnichannel three-phase PR strategy spotlighted every key message and product:

Phase 1: Advent Calendar Push. Through media pitching, product loans, and KOL seedings, we generated immediate attention for the collection with the Advent Calendar – the most iconic hero product.

Phase 2: Media & KOL Event. Held a major media & KOL event and conducted KOL seedings to establish Diptyque as the ultimate luxury holiday gifting destination. We elevated brand positioning with narrative storytelling, sharing the art, craftsmanship, and literary inspiration behind the collection and pop-up.

Phase 3: Sapin Candle and Collaboration News. Maintained momentum by featuring the Sapin Candle, a Diptyque holiday classic, in product loans, pitching, and additional seeding. Simultaneously announced a strategic collaboration – an exclusive Diptyque outpost and hotel package – with The Ritz-Carlton.

RESULTS

The three-month campaign significantly amplified brand reach and visibility:

• Over 520 pieces of coverage with circulation of 200M+ and total PR value exceeding 30M+

• Media & KOL event attended by over 65 guests

• Conducted over 55 KOL seedings, nearly 20 media product loans, and 5 media sessions