FRAGRANZE IS MORE INTERNATIONAL THAN EVER:
MORE BUYERS, TWICE THE NUMBER OF FOREIGN VISITORS AND, PRAISE FOR THE NEW LOCATION AND INNOVATIONS AT THE FAIR

The three days of Fragranze (Florence, 11-13 September 2009), the Pitti Immagine fair-event dedicated to international artistic perfumery, cosmetics and the most exclusive body care and wellness products came to a conclusion as a rousing success. Over 1,700 members of the trade came to the Stazione Leopolda – the new location – marking a 35% increase in attendance over the last edition (1,300 in September 2008), and there was a large number of enthusiasts and perfumistas on the day it was open to the public. And, to corroborate the role Fragranze can rightfully call its own on the international perfume scene, we have the data on foreign visitors: the number of buyers from abroad nearly doubled to 170 with the biggest turnouts on the parts of France, Germany, Russia, Great Britain and the United States.     

“Lots of strategic decisions went into this edition of Fragranze”, says Agostino Poletto, deputy general manager of Pitti Immagine, “and we are very pleased with the end result. The move to the Stazione Leopolda and the new setting made it possible to increase the offer – that grew from 110 to over 160 brands – and to enhance the scope of the fair with the new “Spring” section dedicated to new names and the focus on Accessories. Our keen-eyed international scouting and carefully selected products met with the public’s approval. We will keep on moving in this direction, extending our product research to the most interesting topics in contemporary olfactory trends and future scenarios because we know that this is what makes the event a success”.

The talk shows, “Il Profumo del Futuro – The Fragrance of the Future”, the forum produced by Pitti Immagine and Futuretaste on coming trends in scents, and the full calendar of events and presentations organized by the exhibitors that brought some of the world’s leading names in scents and lifestyle products to Florence, earned both approval and enormous attention of the public and press.