BERLIN — It’s spring and scent is in the air at the numerous perfume trade shows around Europe. And now Germany has a fragrance fair to call its own — Sniffapalooza Fragrance Fair. The three-day event, which debuted in Düsseldorf in late March, arose from an unusual alliance among German industry groups and U.S. consumer fragrance aficionado club, Sniffapalooza.
After attending one of the group’s events last year in New York, Annekathrin Koch of public relations firm Pentacom, which has repped Serge Lutens, Garnier and Clé de Peau Beauté in Germany, began thinking about a new way to showcase small brands.
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