Diptyque’s Eau de Minthé

Inspired by a Greek myth, Diptyque released a new mint scented fragrance in China called Eau de Minthé.

Campaign analysis:

• Thirty KOLs attended Eau de Minthé’s offline launch event.
• To boost their posts, many KOLs, like @唐逸雯Even and @iam_瑶瑶, were able to connect the fragrance with the summer’s most popular song, “Mojito”.
• The media value generated by the Eau de Minthé campaign accounted for 26.5% of Diptyque’s total media value over the same period.
• The campaign’s Weibo hashtag #曼特淡香精# has tracked more than 6.67M impressions.