Esxence

WhERE INNOvATION MEETS ARTISTIC PERFUMERY

The 12th Esxence - The Art Perfumery Event will be held in Milan, at the MiCo, Milano Convention Centre in the futuristic CityLife District, from 15 to 18 June. This event is an exclusive showcase of the best artistic production in perfumery and will once again bring together the international community of the sector and its enthusiasts.

More than 260 brands are due to take part with some exhibiting for the first time from Japan, Australia, Argentina, Hungary and Hong Kong. From May onwards, the Esxence App will be available to channel all the useful information, such as the map of the exhibition area, the programme, the calendar of the meetings, the list of brands, news and press releases for the trade professionals and enthusiasts. Esxence will also host the original “Fleeting-Scents in Colour” exhibition, a part of the original one from the Maruitshuis Gallery in the Hague. Thanks to pedal-operated perfumers at the base of the reproduced paintings, it will be possible to smell the odours and scents of the landscapes of the 18th century portrayed in the works, with the aim of exploring the works of art not only visibly but from the new perspective of the sense of smell. In the over 7000 square metres of MiCo, the public of professionals, distributors, buyers and enthusiasts will be able to discover not only the Main Brands which represent the excellence of Artistic Perfumery but also those in the Spotlight, the emerging brands. Most of these (about 70%) come from abroad, confirming Esxence as a prestigious occasion to become known on the international scene. This year’s concept is “Through the Mirror”, which can be translated into beauty, uniqueness, awareness, intimacy and conscience. The mirror will be characterizing element of this year: it allows us to see multiple facets of reality and fragrance can be considered the mirror of our personality, capable of telling the story of our deepest being and essence. At the same time, it can also reflect the most hidden and mysterious part of ourselves: what we are and what we would like to be. Artistic perfumery is still a minor element in the global beauty market (under 2%) but in many countries it accounts for 10% of the perfumes. Italy is one of the oldest markets for these creations and in 2021 the turnover was around euro 270 million, corresponding to 30.6% of the sale of fragrances. “Niche” perfumery is therefore undergoing a radical and rapid transformation, and the preferred definition today is “artistic perfumery of research.” MiCo will also be hosting Experience Lab, where unique brands, selected according to their excellence in their niche of reference, can be connected with professionals in the international perfumery and beauty sector. This year marks the second edition of this encounter between unique, emerging and avant-garde brands which will offer experiences and discoveries. Over 60 exhibitors will present their new products in the categories of skincare, sun care, make-up, grooming, baby care, bath and body, home beauty, lifestyle and beauty tools. This event-within-the-event will also host workshops and talks with the sector’s experts. With the aim of promoting olfactory culture, Esxence is also a rich calendar of meetings, round tables, workshops, presentations and olfactory paths, with international experts, scholars and researchers, including Michael Edwards, author of Fragrances of the World and Annick Le Guérer, anthropologist and historian of perfumes. All the appointments in the calendar of events are free of charge and the lecture theatre will be open to the public on all the days of the event.