Pitti Fragranze

A POSITIVE CELEBRATION OF THE SENSES

For its twentieth edition, the focus was on an amplification of all five senses

The Stazione Leopolda in Florence was once again the venue for Pitti Fragranze from 16 to 18 September, bringing together the top names of the sector and the most prestigious noses. Thanks to its approach of research and exclusivity, Fragranze has become a real landmark for the market and for fragrance enthusiasts, and for all the latest trends in skincare and well-being. This year’s show was conceived as an amplified experience of the senses, according to Agostino Poletto, General Manager of Pitti Immagine, especially after the difficult Covid period, when the senses (in particular of taste and smell) of patients were severely affected. Pitti Fragranze welcomed 160 brands this year, both established houses and new names, more of 70% of which were from abroad. Equally international were the visitors, with 1250 trade professionals from 50 different countries in the world, a growth of 13% compared to September 2021. The number of foreign professionals almost reached a total of 300, with France at the top of the ranking, followed by pain, Germany, Russia, Switzerland, the UK, Ukraine, Lithuania Turkey, Poland, Romania, the Netherlands, Sweden China and the United States. There was also an increase in the number of buyers from Italy, who recorded +18%. More than 200 journalists, influencers and media professionals also attended this year’s event.

Highlights

The special guest at Pitti Fragranze was Alessandro Gualtieri, aka The Nose, who created especially for the event the Alchemical Wall, an interactive participatory experience which attracted a long queue!

Mane was again present, this year with a focus on ‘The Rose: Reinventing Iconics,” a fascinating journey through the rediscovery of the rose, the undisputed queen of perfumery history.

Trésors de l’Osmothèque

The first historical archive of perfumes told the story of its mission and its heritage, focusing on the rose and the great fragrances in which it has played a leading role.

Sense the Senses and Smelling to Survive

This talk, coordinated by journalist, writer and fragrance enthusiast Giovanna Zucconi, was on the five senses, the theme of this year’s event. Giovanna Zucconi also presented the Book Talk on ‘Smelling to Survive. The amazing world of our sense of smell’ by Swedish neurologist Bill Hansson. One exhibitor event that deserves a mention was the presentation of the new fragrance by Laura Bosetti Tonatto, “Sergio” dedicated to the Madrid flamenco and classical ballet dancer Sergio Bernal, who delighted the audience with an exhibition of his vibrant dancing.

SPRING

Spring, the area dedicated to a selection of new brands, fragrance lines presenting themselves for their first rendezvous with the international public and new names of the market, included Botanicae Expressions, Extra Virgo, Petite Amie Skincare, Tobba Parfums and Voskanian Parfums.