Celebrating its ninth year, the Pitti Immagine show took place in Florence, Italy from September 9-11. Viewed as one of the most important international shows for luxury fragrance and beauty products, this year’s show featured 194 brands (including brand owners and their distributors), which underscored not only the growth of the category, but also how it has matured.

Visitors to the show were predominantly Italian retailers and international fragrance buyers, so it is a bit of an anomaly for those of us who have been weaned on the North American markets, where shows are strictly the habitat of manufacturers.

In fact, it is also considered a venue where the “description” of the perfume designer is used quite liberally. Because the Italian market has always been one dominated by smaller perfumeries, and not mega retail entities, nothing can be more at home in Florence than prestige creativity wrapped in a healthy dose of innovation.

Once the realm of mostly a fringe constituency of highly creative brands, they now represent what would be considered seriously growth-oriented and increasingly mainstream. From Perricone MD in the skin care category, to Clive Christian in fragrance, the exhibitors run the gambit.

Among the new and noteworthy exhibiting at this year’s show were:
Heeley—Created by British perfumer and designer James Heeley, the Eaux de Parfum is made in France, and appeals to both men and women. The brand’s latest launch, the Extrait de Parfum collection, consists of three highly concentrated fragrances with top quality extracts.

Lorenzo Villoresi—Since 1990, Lorenzo Villoresi has opened up an innovative path in the sector of artistic perfume with the creation of perfume and home collections using high quality materials such as crystal, travertine and marble. Each product is completely produced inside the Florentine company, including its latest fragrance, Iperborea.

Plum—Developed in 2010, Plum is the first perfume developed by celebrity makeup artist, Mary Greenwell. The feminine fragrance includes top notes of peach, bergamot and plum, middle notes of tuberose, rose and jasmine, and bottom notes of sandalwood, patchouli and white musk.

Prudence ParfumeurPrudence eau de parfum, a concentrate of femininity, yet also sensual and discreet, is the first fragrance born of the creativity of Prudence Kilgour. Mademoiselle, on the other hand, is an eau de toilette for a younger woman, and is available in two scents: one is playful with a base of mandarin and orange flowers; the other is sweeter—scented with red flowers over a base of vanilla.

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Lorenzo and Ludovica Villoresi.

Heeley’s James Heeley.

Celeste Parfums’ William and Antoinette Borsboom with their daughter, Virginia and
Joe Garces of Fashion Fragrances & Cosmetics.

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Keiko Mecheri of Keiko Mecheri.

Differentes Latitudes’ Chiara Bernadin
and David Frossard.

Ludovica Villoresi and Calé’s Silvio Levi.

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Soling Company’s Anastasia Makarevich,
Tata and Yuri Antipov (r.) with Joe Garces.

Prudence Parfumeur’s display.

Plum from the U.K.

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Ut Olet Vinum, a line of fragrances linked
to the world of wine.

Clive Christian.

David Frossard and Antina Ricci with
Juliet Has a Gun’s Romano Ricci.

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