Florence hosted another successful edition of Fragranze, the Pitti Immagine fair dedicated to international artistic perfumery and beauty, which saw significant growth. In three days, nearly 2,200 buyers from more than 50 countries worldwide visited Stazione Leopolda, representing a 32% increase compared to the same period last year.

Foreign buyers reported strong growth across all markets, with approximately 550 attendees overall. Italian buyers also saw a strong increase, reaching 1,650 buyers. The ranking of Pitti Fragranze's key markets sees Spain in the lead, followed by Germany, France, Switzerland, Poland, the Netherlands, the United Kingdom, the United States, Ukraine, the United Arab Emirates, Austria, South Korea, Japan, Turkey, and Russia.

"During these three days of Fragranze, we perceived a special and energetic atmosphere," said Raffaello Napoleone, ceo of Pitti Immagine. "Exhibitors, buyers, press, and industry professionals conveyed enthusiasm and great interest in scouting new brands, discovering new developments among established brands, and capturing the most innovative trends. Expectations were fully met. From the carefully curated exhibition layout to the new offerings, such as the highly-received Soul & Skin special area dedicated to skincare."

"Refined perfumery is enjoying a very positive period," added Antonio Cristaudo, sales and development director of Pitti Immagine, "and the growth of Fragranze confirms this. The selection of brands, the innovative proposals, and the overall planning have made this edition particularly significant. The support of ICE and MAECI has been crucial for incoming activities, bringing top fashion retailers and international buyers increasingly interested in fragrances and beauty to Florence. Also noteworthy is the strong interest from the Far East, particularly Korea, which is currently one of the most dynamic and innovative markets."

The events program recorded 420 accredited media representatives. The schedule included the olfactory debut of Japanese designer Setchu, the preview of the documentary film Memorie Olfactive by Meo Fusciuni, the Fashion & Fragrances Wearing the Future by Mane, the analysis of the artistic perfumery sector and market trends promoted by the Fragrance Observatory curated by economist Marco Ricchetti., and talks dedicated to new trends in skincare and artistic perfumery (“Il successo degli Indie Brand di skincare” and “Fragrance house 2.0”) curated by journalists and beauty experts Paola Gariboldi and Susanna Macchia.