MILAN — Artistic fragrances have grown so popular, they’ve outgrown their niche status. “I don’t think that it still is niche — it’s something parallel. We have old luxury, and we have new luxury,” said George Davidov, chief executive officer of the Giorgio perfumery in Rostov on Don, Russia. He was cruising the stands at the seventh edition of Esxence, Milan’s annual artistic perfumery show, held this year in a roughly 64,580-square-foot space in the trendy Porta Nuova district. Nearly 6,500 people visited Esxence this year, almost a six percent uptick over 2014. About half were retailers and distributors, and 51 percent were from outside Italy. Of the 165 exhibiting brands, 30 percent were Italian; 82 had been at Esxence before; 74 were considered “emerging”, and nine were part of Esxkin, the first area dedicated to niche skin-care and cosmetic products — a category Maurizio Cavezzali, ceo of Equipe International, which organizes Esxence, said is booming. “The serious brands could see significant expansion,” he said. “In three or four years, this could become a dual fair.” He added that while the spotlight often shines more brightly on large-scale Italian trade shows, niche fairs respond to the needs of a specific audience, and are irreplaceable. Noting
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