French luxury fragrance brand Diptyque faces social media backlash after some users criticized a recently promoted incense product as being similar in appearance to traditional mosquito-repellent coils. The items being discussed are incense spirals sold by Diptyque, priced by at least one retailer at about £39. Commentators on social platforms argue the product’s look resembles a mosquito coil, and some mock the idea of “gentrifying” the familiar repellent by selling an incense version at luxury prices. The Independent reports that the controversy is largely driven by online reactions rather than formal complaints or regulatory findings. Diptyque has not been publicly quoted in the provided material addressing the specific comparisons or pricing concerns. The episode highlights how consumers and internet users draw attention to perceived product similarities and markups, particularly when everyday household items are presented in a luxury context. Coverage from the outlet emphasizes the extent of online mockery and the brand’s exposure to reputational scrutiny stemming from the product’s design and price.