MILAN — A new niche fragrance fair called Esxence — The Scent of Excellence, which splintered off from Cosmoprof’s Masterpieces section, will inaugurate its first edition here beginning Thursday.
This story first appeared in the April 1, 2009 issue of WWD. Subscribe Today.
The show is the brainchild of Italian niche fragrance and cosmetics distributors and producers Celso Fadelli of Gruppo HI Herbarium Intertrade and Silvio Levi of Calè Srl. The pair decided to leave Cosmoprof’s Masterpieces section earlier this year because of divergent opinions with organizers.
“With the geography changes to this year’s Cosmoprof, Masterpieces would have been in a diverse location, the criteria for companies to be a part of Masterpieces was becoming too elastic, plus the costs for these small brands and buyers to come to Bologna were restricting,” Levi said.
He added he believes Milan is a more strategically and financially viable location for niche beauty brands to converge. Esxence’s four-day event will showcase 70 niche fragrance and cosmetic brands in Spazio Pelota, located in Brera, Milan’s historical arts district.
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An average, 105-square-foot booth at Esxence is priced at 4,800 euros, or $6,373 at current exchange, almost half the cost of a stand at Masterpieces, Levi said. Among the international niche fragrance and beauty brands showing at Esxence are Creed, Bond No. 9, Becca Cosmetics, Floris and Florentine perfumer Lorenzo Villoresi.
Esxence will also boast a separate section called Spotlight, dedicated to 10 fragrance brands less than a year old, including new Italian perfume line Sigilli and a collection of scents by Calé — Fragranze D’Autore.