Finally, Imagine, the first perfumery trade magazine and official organ of Fenapro (Italian Perfumery Federation) will be present with Profumeria viaggio in Italia, an exhibition that is actually a journey of discovery of the many interesting stories that represent the essence of what perfumery was and is.
The parent companies, both historic and emerging, will present the most original creations of the artistic perfumery, offering visitors the best of their production. In the 16,000 square metres of MiCo, together with the main brands, the public of distributors, buyers, operators and fragrance lovers will have the opportunity to get to know the Spotlights, emerging brands with a high rate of innovation. Most of them (about 70%) come from abroad.
Esxence celebrates its 15th edition with the 'Masters of Dreams' concept, paying tribute to the master perfumers, visionaries who transform dreams into olfactory realities: with the delicacy of an alchemist and the intuition of a poet, these dreamers of our time give life to fragrances that capture the essence of visions, inspirations and hidden desires. Each creation, moulded by the craftsmen of perfume, is a journey that delves into the depths of the human soul, then diffuses into the air and tells its story through the sense of smell. Perfumery is thus reconfirmed as an artistic act that awakens emotions, memories and distant worlds, thanks to the skilful work of the noses and the professionals who support them. The night, with its mystery and stillness, becomes the perfect terrain for this creative force: it is in silence and darkness that the mind discovers boundless freedom. A darkness that is not darkness, but a canvas on which the deepest dreams are painted, and it is in this suspended space that the ideal stage for the inspiration of the 'Masters of Dreams' is revealed.
"On the occasion of our 15th anniversary, we are preparing an edition full of novelties, research and culture: a unique event that combines olfaction, art and innovation in a true alchemic synesthesia, offering visitors and fragrance enthusiasts a place where they can discover a world made of dreams, transformed into reality by master perfumers through extraordinary creations. Niche perfumery is going through a moment of great expansiveness," says Maurizio Cavezzali, co-founder of Esxence and managing director of Equipe Exibit. "Given the growing success of the event and with the aim of guaranteeing ever greater quality, in the future we will pay even more attention to the selection of brands by the Technical Committee, creating a parterre of excellence with a limited number of participants. We will also continue the process of internationalisation in the most strategic markets in collaboration with ICE - Agency for the promotion abroad and internationalisation of Italian companies, which for this edition will bring more than 20 operators from Brazil, China, South Korea, the Arab Emirates, Japan, India, Mexico, and the United States, and will take care of communication activities in the American market. Thanks to our well-established partnership with Cosmoprof, we will explore opportunities to expand to other continents. We are also proud to support the Italian cosmetics and perfumery supply chain, as demonstrated by our fruitful collaboration with Milan Beauty Week".
Silvio Levi, co-founder of Esxence, adds: "We are here to celebrate a pleasant anniversary, but obviously we are well aware of the international political and social situation, which has seen wars, controversial elections, the return of customs barriers and duties, rising energy costs, an increasing impact of climate change, surprising financial crises, emigrations from very poor countries or with ethnic wars to other economic realities. A general framework that has obviously impacted the global market and the luxury market in particular. In recent years, however, we have been able to see that attention to the world of perfume has steadily increased, demand has not contracted and artistic perfumery in particular has been the subject of attention from major investors and many new brands continue to be created. Certainly a remarkable dynamism for artistic perfumery, which, thanks in large part to the work done by Esxence, has more and more opportunities to find distributors and outlets in more markets and countries. This year we received over 500 applications and the work of the Technical Committee that I chair was particularly complex in selecting and confirming brands that make an effective innovative contribution and do not simply follow the trends that market research suggests are winning. With the Essencional.com Study Centre and its Observatory, and with the various workshops, we will analyse in this edition how the artistic perfumery sector has evolved since 2009 and what we think its prospects will be".
