Diptyque is not the first brand to use a significant address as the name of a perfume. Hermes and Chanel have already done it with 24 Faubourg and 31 Rue Cambon. Diptyque's spin on this is composing their 50th anniversary perfume, 34 Boulevard Saint Germain, to actually evoke the smell of the boutique itself by using elements from some of their classic perfumes. Nice idea.
I remember visiting the now defunct Diptyque store in Boston a few years ago and the place smelled delicious. After all, we're talking Diptyque, not Sephora's hall of dreck. The problem with this kind of composition is that it's a bit too vague and not very personal. Perfume to me should smell like much more than a room spray (though I admit some of Diptyque's Parfum d'Interieur are as so wonderful I'd gladly wear them). 34 Boulevard Saint Germain smells very nice, more on my husband than one me, but it's just not enough.
Beyond the spicy and balsamic notes that surround the green opening (fig and I could swear there's a hint of galbanum), the whole impression is of a well-made and expensive fougère. 34 Boulevard Saint Germain smells better than 90% of masculine colognes on the mainstream market, but that's not why one buys a Diptyque perfume.
Notes: blackcurrant, fig leaves, pink pepper, citrus, clove, cinnamon, cardamom, rose, geranium, iris, tuberose, violet, woods, and balsamic notes.
Diptyque 34 Boulevard Saint Germain ($135, 3.4 oz) is available from the usual suspects- Aedes, Luckyscent, Beauty Habit, Barneys, Saks and others.
Photos of Diptyque Paris boutique on 34 Boulevard Saint Germain circa 1961 from meccacosmetica.com.au/blog