Enhancing the Digital Experience

Diptyque Paris

A partnership to champion the digital brand community

  • Graphic Design
  • Social
  • Transcreation

Founded in Paris in the late 1940s, Diptyque is a pioneering parfumerie maison where fragrance and art are integral to everything they do.  

Eat worked hand-in-hand with Diptyque Paris and Diptyque Japan in delivering curated and meaningful digital content for the Japanese market. The goal was to engage audiences with more meaningful content and experiences that would drive brand loyalty and purchase consideration.  

As Diptyque’s digital communications partner in Japan for more than three years, from 2016 – 2019, we were tasked with launching a Japanese version of the Diptyque online journal ‘Memento’ and supporting the company in developing a stronger online brand community through social media management.



The journal featured a range of articles taking inspiration from art, history, literature and travel. A major challenge with the content was making it relevant to Japanese audiences. Having originated in English and French, our team of editors and transcreators worked to maintain the core essence of the Diptyque brand in the content whilst ensuring tone and language choice reflected Japanese audience expectations.


A key aspect of the project was to consolidate the Diptyque image in Japan and elevate the brand with values that could be shared and migrated through all retail channels, be they online or offline. This included taking Memento from a pureplay digital journal to print. We led the process - adapting content and design to be visually engaging to Japanese readers and further building the positive consumer sentiment around the brand.


With clearly defined social media and digital foundations and guidelines in place, we provided the Diptyque Japan team with the confidence and understanding to build their creativity and execution across these channels.

One of the most powerful revelations from our work was the realisation amongst Diptyque marketers and communicators of the unique opportunity they had to connect with their customers and build authentic, loyalty-enhancing relationships.