The 23th Fragranze exhibition took place from 12 to 14 September at the Stazione Leopolda in Florence, a key event for discovering the latest innovations and future trends in niche perfumery and the beauty world.
Around 2,200 buyers visited the Stazione Leopolda, an increase of 32% compared to last year’s edition, coming from 50 countries.
This year, 258 brands were present, 75% of which were foreign, while 110 were new names, including debuts and important comebacks.
Foreign brands recorded strong growth across all markets, with a total of around 550 attendees. There was also a sharp increase in attendance from Italy, which reached a total of 1,650 buyers.
The ranking of reference markets is led by Spain, followed by Germany, France, Switzerland, Poland, the Netherlands, the UK, the USA, Ukraine, the United Arab Emirates, Austria, South Korea, Japan, Turkey and Russia.
23th Fragranze, when selection and quality make the difference
Research perfumery is experiencing a very positive moment. This is demonstrated by the growing attention devoted to the show, which is also the result of strategic work, as stated by Antonio Cristaudo, commercial and development director of Pitti Immagine, “which we do every edition, focused primarily on selection and quality, together with a strong overall project. From the care taken in the exhibition layout to the new features on offer, such as the special Soul & Skin area dedicated to skincare, which was greatly appreciated’.
Not to mention the calendar of events and meetings that transformed the 23th Fragranze event into a key moment for national and international visitors looking for novelty and originality. “At this edition, I would like to highlight the important work done to attract buyers and operators from the international perfumery sector – thanks to the contribution of ICE and MAECI – with invitations also extended to top fashion retailers, who are increasingly interested in the world of fragrances and beauty. There is also an opening towards the Far East, with Korea in the forefront, which is currently offering some of the most interesting research on the international scene and which, at the 23th Fragranze – https://fragranze.pittimmagine.com/–, had an important stage in terms of brands and key players in the sector,” concluded Cristaudo.
Presentations, olfactory experiences and celebrations
In addition to events and presentations, attention was also focused on the programme of talks. The special guest at this edition was Japanese designer Setchu, who successfully chose to debut his first fragrance collection at Leopolda with a special installation and a meeting. There was also great interest in Meo Fusciuni, with a special event at which he presented the world premiere of “Memorie Olfattive” (Olfactory Memories), a documentary film that traces the history, creations and life of the famous Sicilian nose.
Meanwhile, the focus “Fashion & Fragrances Wearing the Future”, proposed by the essence company Mane, also a partner of the event, analysed the sector and market trends of artistic perfumery promoted by the Fragrance Observatory, an initiative of Pitti Immagine curated by economist Marco Ricchetti of Blumine.