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As Nez makes its annual world tour of fragrance events, our next stop will be New York, for the 2024 edition of ScentXplore (5-7 December), a trade show we’ll be taking part in for the 3rd year running. We met Max Forti, its founder.
What sets ScentXplore apart from other perfume events ?
ScentXplore is created for the true fragrance lovers who enjoy the intricacies of the world of fragrance. However, we welcome one and all to discover our platform. Our ethos is: “explore, discover, share and connect.’’ We are people-focused, and we try to cater to their tastes and make a bespoke event for them. Through our workshops and presentations, we provide the ability to create a bond between the fragrance aficionado and perfumers and industry experts.
From 600 attendees and 28 brands in 2019 to 4,500 attendees and 75 brands this year: How do you explain this impressive growth ?
It’s mostly due to the word-of-mouth of people who previously came to the event and shared their feelings about the experience. That being said, we are witnessing a remarkable growth outside the fragrance community. As more people become aware of niche fragrances, profiles from different landscapes appear – coming from fashion or makeup – which is fascinating and encouraging.
As a scent lover for a while now you started on YouTube ten years ago. How would you describe the evolution of the U.S. market ?
The market has evolved tremendously when it comes to knowledge. The consumer is getting very savvy in regards to ingredients, for instance, and is therefore more demanding of quality, performance and uniqueness. This is where niche brands have an opportunity to continue to grow in comparison to the “mainstream” releases, which essentially offer “more of the same.” From my experience, the successful independent brands are those that have made a true effort to connect with the consumer. Some of them have limited resources, but they manage to create an emotional bond and are ready to listen to what the market really wants rather than just pushing new releases.
Now that ScentXplore is well established, what are your ambitions for the future ?
We hope to continue to provide value and innovation to our attendees and brands, looking to connect on the utmost authentic level and delivering educational, entertaining and enriching content. There is a feeling of camaraderie that surrounds the event where everyone feels accepted and belonging – we’ll always strive to keep this feeling alive.
This interview was published in Niche by Nez #02 (Spring 2024)
Dates : December 5-6-7, 2024
Place : Chelsea Industrial, New York
Website : ScenXplore
Cette publication est également disponible en :
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