Michael Edwards called it during Esxence: with the big conglomerates looking – but not succeeding – to make deals, who will “own” the fragrance category? From giants to dupes, from mergers to AI, the sector is anything but dull, as we see the continuation of a battle between the luxury houses and the value tier.

Fragrantica writer Sandra Raičević Petrović reports back from the aisles of Esxence where she found a lot to love. This comprehensive editorial covers the fair itself, numerous new fragrances, favorite brands, newcomers and more. Complete with an extensive assortment of photos, she even had a chance to venture outside of the fair for more olfactory discoveries.

For 6 years running now, Essencional has covered the increased use of scent in museums and cultural spaces. In July an online workshop will dive into the topic to discuss “how scent can enhance historical interpretation, deepen emotional engagement, and create more memorable visitor experiences.” We salute the growing interest in olfactory experiences!

DATALAND in Los Angeles is partnering with L’Oreal Luxe in what is touted as the world’s first museum dedicated to immersive art and sensory artificial intelligence. Fragrances accompanying installations will interact with the digital works and the visitors’ movements, altering the diffusion of the scents throughout the space.

Beware of influencers peddling poor advice: that guy telling you to spray 100 times is actually joking. Nevertheless, data shows that men are buying more fragrance than ever before, with the 13-18 year old segment growing fastest. Retailers, are you speaking to this client? Does your staff resemble your customer?

Around the globe, teenage guys are hanging out in fragrance shops and department stores, sniffing away and talking ingredients with their friends. Why critique them? Isn’t this actually a habit we should encourage? Costly yes, but at least it gets them out, they’re socializing and showing concern over their appearance. What’s not to like? An opinion piece in support of this trend.

The global niche perfume market is expected to grow from $8,5 billion last year to $22,5 billion by 2035. Together with the rise in interest in fragrance post-COVID, and the quest for a unique scent print, US retailers are realizing the need to carve out more space to focus on this category to satisfy consumer demand. They just need to be willing to take a chance on challenger brands.