Jessie Dawes has been appointed chief marketing officer for Diptyque Americas.
Dawes previously held multiple roles at Shiseido Americas, most recently serving as vice president of integrated marketing strategy and consumer engagement for the Shiseido and Clé de Peau Beauté brands.
Prior to that, Dawes held global digital marketing and e-commerce roles at Theory and Helmut Lang. In addition, she led global digital marketing and North America digital media for the Clinique brand at the Estée Lauder Companies.
“We are pleased to welcome Jessie Dawes to our team, as she brings a wealth of digital and luxury experience to Diptyque,” said Julien Gommichon, president of Diptyque Americas. “She will be focused on driving brand awareness and loyalty, and leading marketing strategy and marketing effectiveness in the Americas. Jessie’s omnichannel and consumer-centric approach will enable us to engage consumers and fuel brand growth across all of our points of distribution, digital and in-store.”
The move comes amid strong sales for the prestige fragrance sector. NPD recently reported that the complete U.S. fragrance market (mass + prestige) grew 11% year-over-year, totaling $12.7 billion. Super premium fragrance brand sales alone jumped 18%.
Meanwhile, U.S. prestige fragrance sales increased 11% in 2022, driven by higher fragrance concentrations such as eau de parfums and parfums, and higher-end artisanal fragrance juices.