The Fragrance of the Future:The smell of recovery?

Il profumo del futuro

The research forum produced in conjunction with Pitti Immagine and Futuretaste

Stazione Leopolda

Is there a smell of recovery in the air? Can the nose detect the end of the financial-economic troubles and of the pessimistic climate?

That will be the topic of the discussion on Saturday afternoon, 11 September 2010 at the Stazione Leopolda in Florence during Il Profumo del Futuro – The Fragrance of the Future. The forum on olfactory scenarios for the next 12-24 months, organized by Pitti Immagine and Futuretaste during the eight edition of Fragranze, the Pitti Immagine fair dedicated to select international collections of artistic perfumery (to be held at the Stazione Leopolda from 10 to 12 September).
This, the second edition of Il Profumo del Futuro/2010 (the 2009 edition focused on the anthropological constants accompanying the historical-social changes in our globalized world which influence perceptions of odors and tastes) presents a new study by Givaudan, the Swiss company and world leader in the production and distribution of essences and flavors for the food, cosmetic and fragrance industries.
The study shows how the prevalence of sweet and fruity fragrances – traditionally associated with the need for security and intimacy which is typical of difficult times – which is still strong on the market, is gradually making room for notes that speak of a different type of sensitivity. Taken together, the opulence of floral scents (that peaks in the tuberose), the freshness of greenery (cut grass, essential oils, pine, rosemary, herbs of Provence), the sensuality of Middle Eastern oudh (leather, perspiration, animality), make us think of a greater propensity for optimism, extroversion and self-satisfaction, of a quest for nature and body sensations that speak to a desire to leave the crisis behind us.
Trendsetters and the most forward-thinking consumers – the people who communicate through blogs and social networks that focus on fragrances – are saying it even louder than conventional market studies and statistical analyses.  
Along with novelty and obvious interest in the contents, this is one of the most important aspects of the study. The new survey method, known as Blogtrack, is based on a scanning of the main blogs devoted to fragrances and which represent the most demanding segment of consumers. They are the ones who no longer want the fruity notes and, with their choices they influence the upper end of the market, often contradicting the interpretations and forecasts of the more authoritative experts.
The talk-show participants will make their comments as the presentation of the study unfolds. Davide Paolini (the driving force behind Futuretaste together with Luigi Consiglio) will coordinate the talk-show guests - Maurizio di Robilant (design), Oliviero Toscani (communications), Francesco Morace (sociology), Toni Scervino (fashion), Luca Gargano (expert and taster of wines and spirits), and Giacomo Mojoli (design, professor at the Politecnico di Milano). Together they will comprise a panel of mixed knowledge and skills that was assembled to reflect the various trends revealed by the study and to enliven the discussion.
The discussion will be made even more interesting through tastes of the new, emerging olfactory trends…real tastes of ice creams, spirits and teas.
Il Profumo del Futuro targets the members of the vast community – on the craft and industrial levels – that works with the most ethereal of the five senses. These are the people who create fragrances for the body and perfumed home accessories, wines and beverages, who sell and distribute, as well as stylists and fashion designers … all those who contribute to extending and changing the frontiers of contemporary tastes and lifestyles. But the forum also targets the wider audience that uses fragrances and is interested in the research and cultural developments taking place in this field
And this is one of the goals that Pitti Immagine has set for Fragranze, the event that emphasizes the great traditions and innovative role of Florence in creative contemporary perfumery.