Esxence to launch the first edition of the Milano Fragrance Week

Esxence - The Scent of Excellence, the international event dedicated to “Artistic Perfumery”, is preparing its eleventh edition, due to take place in Milan, Italy, from 25 to 28 April 2019 at The Mall. As usual, the first two days of the show are open for business-related visitors and the press only, while the next two days are also open to the general public.

The exhibition area will cover more than 5,000 square metres and will be divided in two sections: Main Brands (45% of the brand list), on the one hand, Spotlights, the sector’s up-and-coming new names (55% of the total), on the other hand.

Once again, brands and perfumery houses participating in the event have been selected by a Technical Committee made up of experts of international renown, who decide on the basis of the quality of the proposals they receive, of criteria of distribution and of the coherence of their concepts. “This ensures that Esxence is in a position to offer its audience only the best of original production, confirming Milan’s place as world capital in this sector,” claim the organisers in a release. The majority (about 80%) of participating brands come from outside Italy, primarily from other European countries, but also from the United States and the Middle East.

Together with this new edition, the organisers are launching two new events:

– The Experience Lab, a B2B and B2C event that will gather indie beauty brands in the four-floored Villa Quarzo, a mere stone’s throw away from The Mall. “Intentionally different from the classical ambience of a trade fair, this is a location that features wide open spaces, plate glass windows, gardens and terraces overlooking the Milanese skyline,” said the organisers.
– The Milano Fragrance Week, which will be dedicated to the promotion of the olfactory culture and interest in perfume as an art form. From 22 to 28 April, a series of exhibitions, installations, travelling workshops, concerts and interactive events will mushroom throughout the city, with special nerve centres in the districts of Porta Nuova, Garibaldi and Brera.