Fragranze_9.mov

+ 12% visitors, an increasingly global public, and big successes for all the events and protagonists of the olfactory culture. The 9th edition of Fragranze, the Pitti Immagine fair-event dedicated to the world of artistic and selective perfumery, cosmetics and the most exclusive body care and wellness products, ended yesterday at the Stazione Leopolda (Florence, 9-11 September 2011). Once again, the fair confirmed its role as the most important event on the international scene for this market segment and for contemporary olfactory culture. Fragranze -- which showcased the latest ideas from 194 international brands (versus 180 in September 2010) -- was attended by a total of 2,170 visitors over the three days of the event, an increase of 12% withrespect to the last edition (when there were 1,934 visitors). The final figures highlight the fair's increasingly international dimension: nearly 250 foreign buyers (+ 11%). Whilst there was an excellent performance from Germany, the number of visitors from Switzerland, Spain and Japan doubled,and there was also a significant presence of buyers from emerging markets such as the United Arab Emirates, South Korea, Eastern European countries, and the new markets of the former Soviet Union. "Fragranze is becoming an increasingly international platform", says Agostino Poletto, deputy general manager of Pitti Immagine, "in terms of the brands and companies attending (almost 70% of the brands were from outside Italy), as well as the b