MILAN — Though most luxury perfume brands jumped ship from Cosmoprof Bologna years ago, this year, even Esxence — the five-year-old niche fragrance salon — proved too conventional for some. Celso Fadelli, chief executive officer of Intertrade Europe and one of the founders of Esxence, left that fair and instead opened the first edition of Unscent, a gallery of multisensorial fragrance displays and artwork also open from March 21 to 24.
“Today you can buy most things online — so what is the client looking for when he enters a store?” Fadelli said. “We have to give our clients an experience, and simply creating a standard fair exhibit is limiting.” Fadelli added that he was uncomfortable with the growth of Esxence, which he believes is counter to the very concept of niche perfume. This year, 5,815 visitors attended Esxence, up about 4.5 percent over 2012, while just more than 500 turned out for Unscent.
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