Gearing up for its 16th edition, Esxence returns once again to Milan to showcase an extended presence of international and emerging exhibitors and role as a talent incubator.
The annual gathering from June 3 to 6, held at the Allianz MiCo, Milano Convention Centre, will showcase the world of fragrance in an extended exhibition space of more than 20,000 square meters.
This year will see a growing presence of international presenters from both established and emerging markets including Australia, Austria, Bangladesh, Barbados, China, Colombia, Croatia, France, Germany, Greece, Hungary, India, Italy, Japan, Kazakhstan, Kuwait, Lithuania, Monaco, Morocco, Norway, Oman, Poland, Portugal, Qatar, Saudi Arabia, Senegal, Singapore, South Korea, Spain, Sweden, Switzerland, Thailand, the Czech Republic, the Netherlands, Turkey, U.A.E., U.K., Ukraine and the U.S.
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As a talent incubator, the event will also present 108 brands participating for the first time and marking their debut on the international stage. Esxence said that given the global market’s increasing interest in beauty and fragrance, the event continues to build itself as an ecosystem for innovators to meet and shape the future.
“This edition of Esxence is part of a meaningful evolution in olfactory culture,” said Maurizio Cavezzali, cofounder of Esxence and chief executive officer of Equipe Exibit. “Much has changed since the early days of niche perfumery. What began as a series of smaller, more intimate events has now become a global phenomenon. In recent years, this transformation has clearly accelerated.”
The concept for this year’s event is “Sensing the World” — with event creators seeking to explore how humans experience reality through the world of olfaction. The theme looks to ground humans in their present moment and be more attuned to their surroundings through mindfulness.
The programming for this year is supplemented by a series of exhibitions to highlight the cultural relevance of the event through installations and curatorial projects. Among the artists tapped to enhance the experience are sculptor Roberto Vallini and type artist Stefano Epis.
Notably, Esxence has helped support the development of perfumery on a global level to account for 2 percent of the global market — with countries such as Italy already surpassing this goal. The perfume industry accounts for and impacts more than 10 percent of Italy’s economy, resulting in a total spend of more than 400 million euros.
“North American consumers are increasingly embracing artistic perfumery as a form of personal expression, creating significant momentum for the category,” said Erica Di Giovancarlo, trade commissioner of Italian Trade Agency, New York. “Esxence has become a key international destination for U.S. buyers, retailers and industry insiders seeking innovation, discovery and authentic brand storytelling.”
The conference hall will also host a series of talks to discuss the latest industry trends. Topics include the intersection of neuroscience and artificial intelligence; the role of TikTok and the current social media-driven landscape; China’s success in perfumery through social intelligence, e-commerce and market entry strategies, and a look at emerging markets for niche perfumery in South Korea, Vietnam and Indonesia.
“We are experiencing events with global repercussions that are rapidly reshaping the foundations of every human activity. We are witnessing an ongoing cultural convergence: year after year, we embrace and observe the evolution of consumption and the role of perfume — less of a mask, and more of an identity card for its wearer. We have also noticed a marked rise in authentic stories, a desire to champion solid values, and a conscious rediscovery of a perfumery more focused on leaving a lasting legacy across generations. For this reason, we must create even greater opportunities for bold, unconventional and creative new proposals that breathe new life into an industry whose primary goal should not be quick financial returns, but rather to chart a course that ensures a bright future for an increasingly large and complex supply chain — making the sector ever more deserving of being called artistic,” said Silvio Levi, cofounder and chair of the technical committee of Esxence, and founder and director of the Essencional Research Center.
To learn more, visit esxence.com