The new Esxence banner on our page means one thing: another year of Persefume‘s official media collaboration with Esxence – The Scent of Excellence!
We have initated this partnership back in 2016 shortly after Persefume’s kick-off – time flies really fast! Eleventh edition of this most important fragrance exhibition will take place between 25-28 April 2019 in Milan and as always we will be there to smell new launches, report on the workshops and accompanying events and most of all meet our old and new Friends – let the Milano Fragrance Week begin!

This year’s edition will bring lot of attractions for perfume lovers: apart of the space at The Mall, there will be new area in the Villa Quarzo (few steps from the main venue) called Experience Lab gathering innovative beauty and fragrance rands. You can also expect various Milano Fragrance Week events in different areas of Milan.

Esxence’s organizers: Equipe Milano about 2019 edition:

The concept chosen for this edition is Inspiration Flow, a title that expresses the essence of the event and of Artistic Perfumery. Linked together by the intimate similarity of the two terms in the Italian language (inspirare and ispirare), inhaling and inspiring are two principles that also have a strong active bond when we relate to a perfume, plunging us into a flow of emotions, thoughts and memories. Inspiration Flow is the impulse that enables mind and body to conceive and achieve something new: it is the instant when thoughts are clear and flow smoothly in the right direction; it is the moment when we experience pleasure at what we do. Different manifestations of creative excellence come together, driven by the same passion and involved in the same activity, focused on the present and at the same time projected towards a shared sense of growth. Esxence is the place where artistic perfumery shares its energy and its inspirations.
Esxence is the place for meeting together and exchanging ideas, but it is also the place of business. At world level, the share of the alcohol-based perfumery market enjoyed by Artistic Perfumery as a whole is approximately 10%. In Italy, the total turnover for artistic perfumery passed the threshold of €250 million in 2017, corresponding to 12% of the turnover in alcohol-based perfumery and 2.5% of the total Italian beauty business. As this sector has the potential reach 2% of the beauty business turnover in every country, it has a real chance to develop several billion euros of turnover and give a stimulus to brands that keep faith with their original mission and/or are extremely innovative and committed to research.

“We believe that the most important role played by this event is that of providing visibility and audience to everything that for decades has in practice stood for the forge of innovation and research of both style and aesthetics in perfumery and, in recent years, also in cosmetics”, states Silvio Levi, co-founder of Esxence and President of the Technical Committee. “The numbers of brands that recognise Esxence as the sole viable launchpad in this sector are growing all the time and our waiting list grows longer with every passing year. The next ten years will be an important challenge for us: we have created some very high expectations, but we are not afraid of the consequences, because we are aware of our diversity and of the fact that keeping that diversity alive can only bring in positive results for us and for the entire sector in the future.”

“Every year, as a result of a painstaking process of research and selection, we are in a position to offer our audience only the finest examples of artistic perfumery production”, states Maurizio Cavezzali, co-founder of Esxence and President of Equipe International. “Esxence is the benchmark event at world level: this is where the sector’s most important players meet; this is where trends are decided and here is where the up-and-coming brands destined for success make their débuts. In one edition after another, we concentrate our efforts on renewal and innovation, investing in and building on our past experiences and analysing future trends. This is demonstrated by the major new features we are introducing this year: the Experience Lab and the Milano Fragrance Week are two important projects we have focused on and driven energetically. I am sure that this year’s edition will be hugely successful and bring us new stimuli for growth.”

THE EXPERIENCE LAB
The elegant setting of Villa Quarzo, a mere stone’s throw away from The Mall, will be hosting this year’s inaugural session of the Experience Lab, the first event dedicated to the most important indie beauty brands together with the absolute peak of cosmetics and cosmeceuticals. The Experience Lab is the first Italian B2B and B2C event where visitors can discover the most interesting new ideas being developed on the beauty scene at world level, a workshop of stimuli where the sector’s operatives can learn all about the most innovative advances. Intentionally different from the classical ambience of a trade fair, this is a location that features wide open spaces, plate glass windows, gardens and terraces overlooking the Milanese skyline. The natural light that pours into the villa’s four floors not only offers a new model of exhibition area, custom-designed to convey homogeneity and nature, but also puts the focus decisively on the values of the brands that are the unquestioned stars of this event, calling attention to their products.

THE MILANO FRAGRANCE WEEK
The first edition of the Milano Fragrance Week is also set to be launched from 22 to 28 April, to coincide with the eleventh edition of Esxence. The aim of this event is to promote olfactory culture and interest in perfume as an art form, while also exploring fertile terrains in such fields as art, music, technology, design and fashion. The ambition of the Fragrance Week is to create a cultural opportunity for the entire city of Milan. In fact, the city has Esxence to thank for having started the spontaneous production of perfumed events and new retail outlets. As of this year, all this can be channelled into the agenda of the Milano Fragrance Week, whose purpose is to make the city an active participant in every single initiative. The week will be the opportunity and set the stage for encouraging meetings and facilitating sharing between many different artistic, figurative, sound and olfactory expressions. The events will take place throughout the city, with special nerve centres in the districts of Porta Nuova, Garibaldi and Brera, and will focus on the leitmotiv of Inspiration Flow, the flow of creativity and inspiration that spreads out from Esxence to encompass the whole city. So get ready for exhibitions, installations, travelling workshops, concerts and interactive events where the city’s beautiful features and artistic talents will mingle with olfactory culture, generating new creative and multisensory experiences to discover Milan and reawaken our senses.

THE AGENDA OF EVENTS
As in every year, Esxence continues pursuing its aim to promote olfactory culture, offering its audience of professionals and aficionados a rich agenda of meetings, round tables, workshops, presentations and olfactory itineraries, featuring the presence of international experts, scholars and researchers. This year, these will include some milestones of artistic perfumery, such as Michael Edwards and Annick Le Guérer, while the main issues to be tackled in the meetings will be the analysis of foreign markets, such as the USA and Germany, the effects of artificial intelligence on the market for niche perfumery and the role played by social media. One important new feature this year will be a webinar organised in partnership with Les Parfumables and the young perfumier Alex Lee: a virtual interactive workshop that can be attended both in the Esxence conference hall and by 300 people on web links all over the world.

Once again, this eleventh edition of Esxence will be able to count on several high-level partnerships, such as the Osmothèque, the world’s only and exclusive International Conservatory of perfumes; Mouillettes & Co., a well-known Italian organisation that provides training courses and consultancy related to the olfactory sense, and Business France, the French national agency whose remit is to internationalise the French economy.

For the fifth year running, Esxence will host the announcement of the finalists in the Art & Olfaction Awards, the prestigious acknowledgement reserved for independent artistic perfumery.

We have listed several interesting events to attend, but surely the private tribute to Vero Kern organized by Campomarzio 70 would be the most touching and personal one. The 2019 list of exhibitors looks pretty impressing – there will be definitely a lot of novelties to smell, news on many of them are already waiting for their separate Persefume articles. Several brands will also present their collections in the venues nearby (including Carbonnel‘s showroom with Zoologist, Neandertal and debuting collection by ouf Friend and Fragranitca‘s writer Miguel Matos). Let’s hope this exhibition will bring many fragrant discoveries, but we surely need some time out for less formal talks and gatherings – looking forward!

See you soon with more news and previews! Lot of Persefume love!

Pictures and quotes – Esxence and Equipe Milano, grazie!