Milan’s artistic perfumery show Esxence — The Scent of Excellence is gearing up for its ninth edition, running March 23-26. Held at “The Mall” venue in the city’s Porta Nuova district, the upcoming edition of the fair will showcase 190 niche fragrances brands, 60 percent of which are emerging labels.“We are the show of new trends,” said Esxence’s co-founder Maurizio Cavezzali, underscoring how this is one of the assets drawing a higher number of visitors year after year. In 2016, the show registered more than 7,000 visitors, 77 percent of which came from outside Italy.According to Cavezzali’s partner, Silvio Levi, the main mission of the fair is to promote olfactory culture. “Our key word is opportunity,” he said. “We want and must give opportunities to young noses, entrepreneurs and emerging companies.” Levi also highlighted how there’s an increasing awareness of niche products in the Italian market and how younger generations are getting more and more interested in the industry, also choosing to study perfumery abroad, where academies are booming.Themed “The Garden of Eden,” this year’s edition will additionally showcase niche skin care and makeup products in a dedicated section. Named “Esxkin – The Excellence of Beauty,” this area will display 19 international cosmetic labels standing out for innovative formulations and original approach to the beauty industry.The latest trends and innovations will be further analyzed and discussed in a range of talks, lectures and workshops featuring members of Versailles-based international perfumes’ conservatory Osmothéque and training academy Mouilletts & Co. British fragrance expert Michael Edwards, author of the largest guide to perfumes’ classification, “Fragrances of the World,” will also participate.Esxence’s wide offerings keep attracting international exhibitors — almost 70 percent — coming mainly from Europe, the U.S. and the Middle East.Nevertheless, the show has not been properly acknowledged by Italian institutions, according to Cavezzali. The cofounder mentioned how he repeatedly invited the city’s mayor and the region’s president to the show during these years but no one ever accepted. “We had the French foreign trade minister at our show many times,” he revealed.In 2015, niche perfumery represented 12.5 percent of the alcohol perfumery category in Italy, totaling 130 million euros, or $139 million at current exchange.
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