Gold and scented pixie dust!
Just a week ago we were impatiently heading towards the Esxence fair in Milan, in anticipation of all it has to offer…ah! Sweet and fragrant memories!
I would like to share with you my impression and personal experience of visiting the 10th Esxence – The Scent of Excellence Fair in Milan 2018- for the first time.
The Plum Girl blog started just around a year and a half ago, so this was a kind of debut for me. First impressions about the fair itself? Here it goes, I give you a survival guide for Esxence:
A fair? I would rather call it an exclusive exhibition of the finest niche perfumes. The 10th edition of Esxence – The Scent of Excellence in Milan made sure that you feel like you are entering a sacred place when walking inside The Mall building. The Mall is located on Lina Bo Bardi square. She was an Italian born, Brasilian modernist architect, famed also for her furniture and jewelry design.
The contrast of a bright sunlit April day and the entrance hall dressed in black, featuring Esxence 10 years sign (gold!) accentuated the perfect Insta photo hot spot:
This black and gold combination, together with spaghetti curtains did its job. Like in all temples, you must walk through a niche or grotto before you enter the shrine itself.
I went down the hole. Ops! there goes my meticulously drafted plan of the first-day visit- poof! in air. Scented air. A lot of scents filling the air. I lost it, right then and there. A slight panic attack. I had just stepped out of my car after seven hours of driving, parked, and plunged straight into heaven!
My thoughts: ok. I can do this. Just start slowly, from the left side and take it from there…you’ve got time before scheduled meetings…yap.
Feeling like Alice in Wonderland. Crazy Ice Age squirrel in a barrel of nuts!
Such an abundance! Any niche perfumes geek’s dream come true…
This is a world where most of the business cards are scented, “juice” doesn’t refer to a diet drink, sniffing is not an illegal activity, and spritz…well, it’s not Aperol Spritz. Not here.
The first day was meant to give me an insight and full coverage of terrain, on the second and third day I executed previously planned visits and meetings and Sunday was just a quick recap. I did make a mistake: being too overwhelmed, I mostly forgot to take photos. This is fine, really, because I focused on meeting people, sniffing, sampling, networking and having very interesting conversations. Next time I’ll fail better…
Special thanks to Megan – meganinsaintmaxime and Jakub – Persefume! They are ever so kind, helpful and sharing. As Megan said when I thanked her: “Someone helped me on my first visit to Esxence. I am helping you. You will help someone as well. Isn’t that wonderful?”
You have a chance of meeting and talking to some of the most renowned people behind the perfumes you love! Art Directors, Noses, Creative Directors or Perfumers.
It gets even better when you don’t connect names and faces (I am a lousy perfumer/Nose groupie), this happened to me twice in Milan. Yep, I am learning from my mistakes. Even so, that turned out to be really cool because I was really relaxed while having a conversation with those two VIP’s (half an hour later, when I connected the dots, I was like: okeeey. Aha.)
This wonderful man I did recognize at once. I am a big fan of Aedes de Venustas and their new perfume is one that I fell in love with immediately!
Ralf Schwieger::: Perfumer (he doesn’t really like to be called a Nose…) and Musc Encense! for Aedes de Venustas. The list of perfumes he signs is quite impressive. I enjoyed our little chit-chat ❤️
Luca Maffei – sparkling personality, patience in presenting, and renowned creativity, at Olibere Parfumes press launch:
If you are following my FB account, you can find more photos (the ones I managed to take – prepare yourself for the next Esxence) 🙂
The first day I wore heels for an hour. Spare flats were a relief. On the second day, flats were fully in action. Third and fourth day? Business Casual with -sneakers (I seldom wear sneakers if not practicing adequate sports activities…). Be gentle to your feet: you have 200+ stands to cover, starting at 10 AM until 5 PM …and all the fun doesn’t stop there.
Smile, sincerely. You are in heaven, after all.
Wait patiently for your turn at stands to talk to brand representatives. Schedule your meetings.
We are all here because of perfumes, right? Enjoy them!
Use wardrobe services. I dislike walking around with a bunch of bags in my hands. It’s not practical and I don’t think it’s polite to drag heaps of promo materials from one stand to another.
Note to Organiser: Chapeau! You did a wonderful job!
Thank you, Agnese from the Press Office for having patience with me: hug!
Note to Exhibitors:
Feedback: (as one of my friends, a public speaking coach, likes to say: feedback is feedback. There’s no feedback to feedback. The purpose of feedback is to improve things!)
First, allow me to say that in my corporate days I did create, organize, and manage quite a few stands on international fairs and trade shows. On the other side of the stand, as an Exhibitor, so I pretty much know what I am talking about.
I met truly amazing, wonderful, and helpful people who treated my Press accreditation with respect and did a great job in representing brands. Thank you!
On the other hand, a few brand representatives’ behaviors can only be described as simply rude, uninterested, arrogant, and haughty.
As a coach, I see possibilities for your improvement, guys. Do prepare yourself for fairs and trade shows.Train/coach your brand representatives or hosts/hostesses. It pays back. Yes, things get busy, yes, it is tiresome to take care of a stand all day long, day in, day out, and talk to hundreds of people asking thousand of questions, but – hey! This is brand building at its most direct form. Besides being press people, we are – customers as well, right?
First impressions are made in 7 seconds and last for a very, very long time. Do mind that bloggers and press people exchange their impressions and that a repeated faux pas might really affect your brand reputation. Do you boast about your brand’s core values? Live them. It’s called authenticity.
Esxence makes this world a better place.
It is truly an amazing, international display of fine perfumery at its best! Such a whirlwind of amazing fragrances. I highly recommended it! If I might help you next time I’m there – just let me know!
I am thankful for meeting so many simply wonderful people! That is the greatest benefit. Secondly, I did take home some new perfumes to review, for you! Some more should arrive by post, so this will provide material for more reviews for you to read!
Just follow #theadventuresofacuriousnose!
See, I didn’t write about perfumes at all 🙂
Will do, will do, soon…
See you next year in Milan!
The Plum Girl
Photos: ThePlumGirl, Olibere Parfums (Luca Maffei)
(I used the storytelling drama structure principle, based on Aristotle’s “Poetics”)