Abstract: The invention relates to an applicator device for liquid or volatile products, having a product reservoir (1), a neck (14) of which contains a part (16) for diffusing or applying the product; a cartridge (2), provided with a neck (24), for holding the reservoir (1), the cartridge being designed such that the reservoir can take up a first position in which the application and diffusion part does not protrude from the neck and a second position in which this part protrudes from the neck; and a receptacle (3) for the cartridge (2), said receptacle being provided with means for causing the reservoir to move from the first position to the second when the cartridge is in the receptacle.