From March 25 to 28, at the Palazzo della Permanente on Via Turati, Milan, ESXENCE – The Scent of Excellence, comes back. An event dedicated to artistic perfumery.

The sector represents a creative activity that gathers history, communication, desire to convey emotions, memoirs, moments, situations. In Italy, is has reached quite a relevant dimension, both in terms of income and in terms of committed distributors and passionate retailers. It has appealed many international operators thanks to a model that respects both quality parameters and distributive-commercial needs.

Esxence – The Scent of Excellence stands as a candidate, for the second consecutive year, to be the international meeting dedicated to each and every brand operating in favour of the spectacular art of olfactory language that rises more and more to fundamental complement of style choices of whoever loves to stand out.

Esxence is conceived to be an international crossroad of opinions, experiences, suggestions, challenges and knowledge: it hosts original brands, as well as Italian and foreign brand distributors, welcoming, press apart, buyers, and Italian and foreign retailers.
Exposition areas and the internal decorations were studied so to value the peculiarities and the identities of each single brand, through a dressing that is rational, elegant and homogenous, so to highlight the preciousness of each single “product-actor”.

The event, for this second edition too, will offer a number of events and educational-informational activities, which will be spread throughout the four-day show, together with meetings and debates where operators of the sector will analyse the evolution of this niche market. Numerous will be the opportunities for whichever brand wishing to better promote its profile and latest news.

During the open days (upon invitation) to the public, experiential moments for discovering the fascinating Art of Perfume will take place.

March 25-28, 2010
Museo della Permanente
Via F.Turati, 34 – Milano
www.esxence.com/it/

Italian version

It is dedicated to a woman that embodies strength and sensitiveness, that is free and in love, the new fragrance by Helena Rubinstein, Wanted, characterized by voluptuous and flowery notes.

Noses Dominique Ropion and Carlos Benaim created the fragrance, a unique first-time mix of harmonious essences, contained in an elegant and precious bottle.

The two perfume masters selected an extraordinary essence of Ylang, produced through a highly-sophisticated technique. By choosing the segment of n°9 distilled Ylang, they chose to highlight the flower’s sunny, sensual and sumptuous facets. The contrasting combination of very feminine magnolia essence and more masculine wooden ones conveys a very contemporary cote to Wanted. Among root fragrances, there is iris, which enriches the initial flowery notes and vanilla, which conveys an iridescent harmony.

It is American actress Demi Moore that best embodies the characteristics of the perfume. She is immortalized by the shots of Mert Alas and Marcus Piggott.

Italian version

Available in perfumeries from September 2009, the new perfume by Gianfranco Ferré, In the mood for love, is an intense and feminine fragrance, created by nose Maurice Roucel.

Roses are the true protagonists together with magnolia and tamarind, dissolved by the fresh scents of bergamot and sour orange. The blossomed jasmine and lily of the valley are opposed by cider and neroli woods. And finally, the charm of musk, sandal wood and red amber could not be missing.

The fragrance is embraces by a white bottle, whose soft and contemporary silhouette is in contrast with the red words on it.

A bath collection completes the perfume.

Italian version

Today almost no one relates this perfume to the German city on the Rein. But it is exactly here that, three hundreds years ago, the fragrance was born, that since then became very popular at the European courts, appreciated by very distinguished people and, for many, synonym of freshness and personal care.

“My perfume is like an Italian dawn at spring after the rain: it recalls oranges, lemons, grapefruits, bergamots, ciders, flowers and the aromatic herbs of my land. It refreshes me and stimulates senses and fantasy”, used to say his creator, the Italian Gian Maria Farina.

The perfumer migrated from Santa Maria Maggiore, in the mountains of Piedmont, to Cologne, where he reached his brother, at the beginning of the XVIII century. His intuition led him to create a revolutionary fragrance, totally different from the existing ones back then, that seduced Goethe and Napoleon.

The city of the Dom dedicated to Gian Maria Farina a statue on the tower of its city hall. The Farina Haus is the most ancient perfumery firm of the world – year of foundation 1709 – and today it hosts a Museum of Perfume, where to live once again the history of fragrance. In the laboratory of the perfumer the guests are introduced to the secrets of the creation of the perfume, from the choice of the ingredients, to the art of distillation and to the technique of the enfleurage. In the cellar of the house where once the Eau de Cologne was produced there is an ancient cider barrel once used to preserve the perfume and today still intact. The visit to the Museum is an excursus in the culture of the perfume and in the life of Gian Maria Farina that, personified by a tour guide/actor, leads to his rooms those who want to know his personal adventure.

4711
With the creation of Gian Maria Farina in Europe the fashion of the Eau de Cologne spread. Very high is the demand and innumerable the copies and reproduction. The perfume 4711 is perhaps the most famous and spread variant. It is said that Wilhelm Muehlens, founder of the house, bought the recipe from a monk. In 1820 it was created the bottle – called Molanus – that facilitates the storage and the usage of the Eau de Cologne, and that is still used today for the product 4711 – True Eau de Cologne. Today the house of Glockengasse hosts a shop/museum, with a fountain made of Eau de Cologne, where there are also guided tours and seminars on the perfume.

Farina Haus
(www.farine.eu)
The Museum of the perfume Farina Haus, in the historical place in Obermansforten 21, in front of the city hall, is open from Monday to Saturday (10am to 6pm) and on Sunday (11am to 4pm). There are audio guides available also in Italian. Who wants to have a guided tour ( even masked on Thursday afternoon, Saturday and Sunday) is recommended to book in advance, by writing at museum@farina-haus.de, or by calling 0049 (0)221-399 89 94.

Glockengasse 4711
(www.glockengasse.de; www.4711.com)
The shop 4711 in Glockengasse is open from Monday to Friday (9am to 7pm) and on Sunday (9am to 6pm). Every Saturday, at 1pm, a group tour is planned. The shop is available also for private tours and for seminars dedicated to the world of the perfume. On the first floor of the shop there are temporary exhibitions, events and musical events. Information at kundenkontakt@galerie-glockengasse.de, or calling at 0049 (0) 221 270999 10

www.germanwings.com

Italian version

The perfume Ma Dame by Jean Paul Gaultier celebrates its first birthday and for this successful occasion, a limited edition will be inaugurated in autumn 2009, in the sign of strong colours and of pop rock music.

Ma Dame Rose’N’Roll merges elegant black and aggressive fluorescent pink together with white’s purity. The case is created with excesses.

The bottle features ironic and balanced graphics, recalling the posters of rock concerts.

The perfume is fresh and slightly malicious: the sour orange skin is sweetened by rose.
Background scents are frizzy: white musk and cider.

Italian version

The fragrance opens up with a harmony of bergamot of Sicily, enrols and cardamom. The game follows with iris emphasized by the galbano. Eventually, the fragrance tops on a note of musk, benzoin and cider.

In limited edition, after shave lotion, shower gel and deodorant complete the collection Zegna Cologne. Formulated on the basis of an extract of linen, natural fibres by the soothing properties, are perfectly in line with the Zegna style.

Italian version

The fresh essence of citrus fruits and the spicy fragrances emphasize the green note and introduce the rich flour perfume, embracing the essence of the blue hyacinth, the frangipane and the osmanthus.

The presence of wood fragrances makes the essence even more seducing, by receiving intensity from the myrrh.

Italian version

Alberta Ferretti relies on the beauty of Claudia Schiffer to launch her very first perfume, created in collaboration with Elizabeth Arden.

“Claudia Schiffer – stated Ferretti – has a sensuality that derives from a very unique personality.”

The fragrance will be on the market in autumn and the protagonist of the advertising campaign will be the top model.

Italian version

The hexagon and the black lacquer characterize the bottle of the perfume La Nuit de L’Homme by Yves Saint Laurent dedicated to a sensitive and manly man, represented in the advertising campaign of the French actor Vincent Cassel.

The fragrance expresses contrasts and tensions, thanks to the right mix of high quality ingredients. Three are the couple of opposites: cardamom-bergamot, which unites the freshness of spices to the floral nuances of the fruit; cider-lavender wood, vibrant the former, refined the latter; vetiver-cumarin, burning sensual the former, softer the latter.

Italian version

Here is the dog perfume by the American Pepper & Tanky, that creates high quality dog-friendly fragrances.

The items are produced in France with natural oils and little alcohol. There is Puppy Love, fresh and with flower scents of bergamot, amber and jasmine, the soft essence of Vanilla Woof and the fruity one of Peaches n’ Cream, to end with the elegance of Big Dawg, with bergamot, nerols, lavender and musk.

The perfumes Pepper & Tanky are available in the most exclusive boutiques of the United States, in pet-friendly hotels, in Spa dedicated to animals and on the website http://pepperandtanky.com.

In Italy you can find them in Milan, at the Bau Per Miao in Via Solferino.

Italian version

This year’s winners are n°5 Eau Première and Allure Homme Edition Blanche by Chanel

The Academy of perfume announced the winners of the Academy of Perfume 2009 international award, during the ceremony that took place on 26th May at Villa Necchi Campiglio in Milan.

Chanel triumphed: it was awarded the best fragrance for women and men with Chanel n°5 Eau Première e Allure Homme Edition Blanche.

The prize for best packaging for women was awarded to Daisy by Marc Jacobs, and the that for best  packaging for men to 1 Million by Paco Rabanne.

The prize for the best communication was awarded to Ma Dame by Jean Paul Gaultier and The One for Men by Dolce&Gabbana.

Italian version

For those wishing to create an olfactory atmosphere, in their own home or working environments, be they big or small, can now make use of the creations by Officina delle Essenze.

The Environment Perfume Diffuser tulle bottle rediscovers an old natural method to perfume the environment by creating an elegant olfactory atmosphere. To activate the perfume diffuser you should simply insert the wooden sticks into the bottle; the sticks will take up the role of diffusing the essence into the air through “capillarity”, thus guaranteeing continuous and gradual diffusion.

The natural spray Environment and Clothes Perfume with a few puffs spreads the scent in rooms, wardrobes, drawers, carpets or bouquets and pot-pourris. Every fragrance, realized with a concentration of eau de perfume, with a well-determined character, donates a long-lasting fragrant theme.

There’s a number of available essences: Orange and Amber cinnamon, Ginger and Violet, fresh grass and rose wood.

Officina delle Essenze is a project stemmed our of Italian creativity, built over the passion for the world of essences. Each theme is created with care and attention that are key features characterizing the artistic perfumery, using the most precious raw materials. Each product is hand-manufactured, conveying uniqueness to the items artisan tradition.

Italian version