There are few products that have generated as much buzz in the internet as perfumes. Once a true luxury product,perfume has become, with a few exceptions, a mere commodity, and marketers are to blame with so many launches and poor quality flankers and lack of innovation, the motto for safety “please follow the trend.” Tired of the lack of originality, consumers started to seek alternative scents among niche marketers and independent perfumers. In less than three years the niche fragrance phenomenon exploded into a class of its own, accentuated by the media and the blogs, into a sizable portion of the beauty distribution pie.
As contradictory as it may seem in this period of economic incertitude, the market is still in demand and consumers’ shifting desire are reviving the true creation process, brands and designers are therefore directly concerned by this call. Yet until last year, there was no seam between the marketers (brands), retailers and consumers, until Perfume Expo America (PXA), a four-day trade show/confer-ence event held at the Metropolitan Pavilion in New York.
PXA is a selective event where classic and emerging perfume brands as well as skin care and cosmetic lines can present to independent American perfumeries, department stores buyers, duty free operators, selective pharmacies, apothecary stores, specialty stores and the press.
Here is a closer look at the schedule for PXA, which will be held June 9-12 at the Metropolitan Pavilion. On Day 1, the trade market is open from 9 a.m.-6 p.m. for exhibitors and retailers only. There will be a welcome cocktail reception at 7 p.m.The trade market will open at 9 a.m. on Day 2 for exhibitors and retailers only, followed by a 6:30 p.m. networking cocktail party. This year on Day 3, PXA will be open to the industry as well as bloggers, media and aficionado consumers. During the day, designers, suppliers and industry service providers will meet with marketers in a convention-style meeting, and many activities—including a perfume museum, workshops, live perfume labs and more—are scheduled. Events will culminate with a cocktail party at 7 p.m. and gala dinner award ceremony including world class entertainment, according to founder of Perfume Expo America, Bernard Pommier.On Day 4, the PXA conference, workshops and business networking program continue from 9 a.m.-5 p.m.
More info: www.perfumexamerica.com