February 16, 2017
Principe di Savoia Hotel, photo Ermano
2017 will mark ÇaFleureBon’s 6th year as an official media partner of Esxence-The Scent of Excellence the annual exhibition devoted to artistic perfumery held in Milan, Italy. Thanks to Contributor Ermano Picco, also the author of La Gardenia Nell Occhiello we have a summary of yesterday’s press conference, which was held at the Principe di Savoia Hotel, one of the oldest Luxury 5 star hotels in Milan with beautiful belle époque salons inside decorated with chandeliers, boiseries and mirrors.
(R)Silvio Levi, (L), Maurizio Cavezalli, Elisa Duo and Valentina Cagnola
Maurizio Cavezzali and Silvio Levi, the co-founders opened the discussion.
Maurizio Cavezzali remarked how steadily Esxence has grown over the past nine years, noting when it began it was considered a "block fair" (only 3% of the brands exhibiting were from foreign countries) and now 72% of the Houses hail from 16 different countries including EU, USA, Middle East and Far East. Milan has the Fashion Week, the Design Week and, since there are more and more also OFF events, it's going to consolidate the Perfume Week, thanks to Esxence.
– Strong connection directly with the brands (more than 200) engaging art directors and perfumers
– High standards of brand selection
– Business together with culture
Silvio Levi discused that the Niche perfume segment is still a small market (1.5 %) and yet a steadily growing market, that is influencing many multi-brand large companies and conglomerates. He also remarked how this attracted the big companies and the new tech markets calling them "Goliaths". In the end, David is still alive and dealing well with the Giant, who are paying close attention to niche and independent perfumeries’ creativity, attention to the end customer who are embracing uniqueness (versus the massification of the big companies). He also pointed out that brands can benefit from the connection with packaging suppliers that Esxence is also trying to establish so, if the niche of the past was good but ugly, the niche of the future will be good and beautiful.
Elisa Duò is the Art Director that curated this year's theme: "The Garden of Eden". She remarked that 9 is a magic number, it's 3×3 symbolizing the number of sky and yet the number of creative force (9 months to make a baby).
Esxence Pink Flamingo #THEGARDENOFEDEN
This made her think of perfume as light, something able to sculpt our state of mind, sweeping us to a paradise, that magic Eden where our memories are reborn. This edition will be a “Garden of Eden” and like the mythical garden, it will have its guardians: the pink flamingos that symbolize the ephemeral yet elegant tenderness of perfume.
Valentina Cagnola from Equipe International, the press office, spoke about the calendar of events, featuring discussions and conferences with the Osmotheque, Michael Edwards and the workshops with Mouillettes & Co. A special guest of this edition is “L'Enfant Terrible de la Parfumerie” Christophe Laudamiel who will introduce his Fragrance Manifesto to the attendees. In addition, the finalists of the Art and Olfaction Awards (CaFleureBon is a media partner as well) will be announced. There will be a special olfactory workshop for children, a pilot project that will be proposed to the schools. Another important theme is the importance of e-commerce to which a special conference will be dedicated. Moreover highlights will be dedicated to special places like Iran, Greece and many other fragrant paradises all over the world. For Esxkin the Cosmetologist Dr. Giovanni D'Agostinis will hold a lecture on the evolution of the world of cosmetics.
The list of brand exhibitors can be found here, and more are being added with some taking “Privé" booths. It is confirmed that Campomarzio70 reserved one of this small Privé areas for Vero. Profumo and hence Vero Kern. It's not yet sure whether she will present her highly awaited new fragrance Naja.
On the last day there will be an "Eden" themed gala held in an unusual design space featuring water cascades.
–Ermano Picco, Contributor
Photos by Ermano, unless otherwise specified.