Page 49 - EM PERFUMERY EDITION SUPPLEMENT

EVENTS

Maurizio Cavezzali underlines that: “Given the increasing success
of the event and with the aim of ensuring ever higher quality, in the
SHOWCASING INNOVATION future we will pay even more attention to the selection of brands
AND EXCELLENCE by the Technical Committee, creating a parterre of excellence with
The event, spanning 16,000 square meters, will host established a limited number. We will also continue the internationalization
and emerging brands. Approximately 70% of participating process in the strategic markets in collaboration with ITA - Italian
brands come from abroad, reinforcing Esxence as a key global Trade Agency, which for this edition will bring more than 20 operators
platform for artistic perfumery. Visitors, including distributors, from Brazil, China, South Korea, UAE, Japan, India, Mexico and the
buyers, and fragrance lovers, will also explore Spotlight, a United States, and will take care of communication activities in
dedicated area for innovative emerging brands. the American market. Thanks to our established partnership with
Cosmoprof, we will explore the opportunity to expand to other
MASTERS OF DREAMS: continents. We are also proud to support the Italian cosmetics and
TH
THE 15 EDITION CONCEPT perfumery supply chain, as demonstrated by our collaboration with
Esxence 2025 celebrates the theme “Masters of Dreams," Milan Beauty Week.”
honouring perfumers who transform dreams into olfactory
realities. With the precision of an alchemist and the intuition
of a poet, these contemporary visionaries design fragrances
that capture the essence of hidden desires and inspirations.
Each creation is a journey delving into the deep of the human
soul, then spreading through the air and narrating itself
through perfume. Perfumery represents an artistic act that
evokes emotions, memories and distant-worlds, thanks to the
masterful work of the noses and the professionals who work
alongside them. The night, with its mystery and restlessness,
becomes the perfect stage for this creative force: in silence and
darkness, the mind discovers a limitless freedom. A darkness
that is not obscurity, yet a canvas where the deepest dreams Silvio Levi, Co-founder of Esxence, says: ”We are here to
are painted. A floating space inspiring the “Masters of Dreams”. celebrate a pleasant anniversary. Obviously, we are aware of the
international political and social situation, which has seen wars,
THE GROWTH OF ARTISTIC PERFUMERY controversial elections, the return of customs barriers and tariffs,
Esxence has promoted and supported the development of the rising energy costs, an increasing impact of climate change,
artistic perfumery on a global level with the aim of bringing surprising financial crises, emigrations from very poor countries
it around 2% of the world beauty market. A result already or countries with ethnic wars to other economic realities. A general
surpassed in some countries and especially in Italy, thanks to framework that has affected the global market and the luxury
its particular distribution system. Being a sector fundamentally market in particular”. Silvio Levi emphasizes that: “In recent years,
based on alcoholic perfumery, its incidence in this specific however, we have been able to see that attention to the world of
sector often exceeds 10% In Italy, with its estimated turnover of perfume has steadily increased, demand has not contracted and
400 million Euro, it has an incidence of over 3.5% on the beauty artistic perfumery in particular has been the subject of attention
business and 33% on the fine fragrances business. from major investors and many new brands continue to be created.
Certainly, a remarkable dynamism that, thanks in large part to the
STATEMENTS FROM THE FOUNDERS work done by Esxence, has more and more opportunities to find
Maurizio Cavezzali, co-founder of Esxence and CEO of Equipe distributors and outlets in more markets and countries. This year
Exibit, affirms: “On the occasion of our 15th anniversary, we are we received over 500 applications and the work of the Technical
gearing up for an edition full of novelty, research and culture. A combo Committee that I chair was particularly complex in selecting or
of olfaction, art and innovation in a true alchemical synaesthesia, confirming brands that make a real innovative contribution and
offering visitors and fragrance enthusiasts a place to discover a do not simply follow the trends that market research suggests are
world made of dreams, transformed into reality by master perfumers winning”. Silvio Levi concludes: “With the Essencional Study Center
through extraordinary creations. Niche perfumery is experiencing a and its observatory, and with several workshops, we will analyse
great expansion, becoming more and more research-driven. Perfumes how the artistic perfumery sector has evolved since 2009 and what
are considered desirable products that can make a difference”. we think its prospects will be”.

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