Fragranze 17

Almost 2,000 members of the trade in total attended from 50 foreign countries. Pitti Fragranze is increasingly becoming the event dedicated to the most advanced olfactory and beauty experiences, blending market, culture and new scenarios. Positive feedback for the 17th edition of Fragranze: for the selection and the scouting of the latest ideas presented by the brands and for the even more packed calendar of events featuring the main protagonists of the world of fragrances, talks on the sector’s hottest topics and rendezvous around the city for olfactory culture enthusiasts.

The Pitti Immagine fair that presents the world’s best artistic perfumery proposals, the latest ideas in beauty and wellbeing and the most exclusive skincare lines has ended at the Stazione Leopolda (Florence, 13-15 September 2019) amidst high appreciation for all the innovations presented by the exhibitors, the quality of the members of the trade in attendance and the high profile of the program of events which, over three days, featured the sector’s biggest names, the protagonists of the fair as well as the many venues around Florence with La Città delle Fragranze [The City of Fragrances].

Almost 2,000 members of the trade, slightly below the levels recorded a year ago, arrived from more than 50 countries to discover the latest ideas presented by 170 maisons and brands – over 70% of which were from abroad. There were in excess of 600 foreign buyers: France once again topped the ranking of Pitti Fragranze’s key markets followed by Russia, Germany, Spain, Switzerland, United Kingdom, Netherlands, Ukraine, United Arab Emirates, China, United States, Lithuania, Japan, Turkey and Australia.

“It has been demonstrated that Pitti Fragranze is the place and the occasion at which the most advanced experiences in artistic perfumery and skincare are showcased” says Agostino Poletto, general manager of Pitti Immagine, “from a meticulous selection of key sector names to up-and-coming brands, with a scouting process that at every edition becomes increasingly functional to the requirements of perfumery stores and experimental shops. We are really satisfied with the great public participation and the extremely positive feedback received from buyers and press and with the program of events which was even more multifaceted and involving, almost like a festival: from the first retrospective exhibition dedicated to an absolute maestro like Jean-Claude Ellena, to the Fragranze Talks focusing on retail, skincare and the digital sphere, right up to the in-depth study by Mane on woods, and much more”.

“We are also very aware that artistic perfumery is going through an important process of evolution – the results of our Observatory, the second edition of which we presented in the last few days, fully confirm this – and that both the Italian market as well as some important foreign markets are presenting some problems on the retail front. For this reason we pay a lot of attention to the quality of the attendance and intend to start working immediately on a new edition that aims to offer an even more unique Fragranze experience: crammed with input on all the latest ideas, on the protagonists and on the trends of a world that is increasingly molding the lifestyles of today”.