At the Stazione Leopolda in Florence, the world of fragrances is celebrated in the round and
the secret recipe of the all-Italian perfume created by Laura Bosetti Tonatto for Queen Elizabeth II is remembered
, we talk about sustainability, cruelty free or vegan products and there are also those who penetrate new markets by focusing on alternative products based on cannabidiol (Cbd), an active ingredient extracted from cannabis and contained in hemp.
There are about 160 brands present at Fragranze number 20, the fair conceived by Pitti Immagine, and among them there is Essentially Laura, created by the world-famous nose Laura Bosetti Tonatto.
Together with the novelties (the Sergio perfume in homage to the dancer Sergio Bernal and seven new fragrances of the Laurabilia line) Tonatto brings her memory of Queen Elizabeth, for which in 2008 she created a personalized fragrance.
'' When at Buckingham Palace I was asked to create the perfume I was told to respect three principles - says Tonatto -: it had to reflect the queen's joie de vivre, be a British perfume or follow the rules of the English school that uses notes such as rose , jasmine and amber that has always told women of power, and finally no one had to smell the fragrance apart from me ''.
Laura Tonatto has been to Buckingham Palace more than 20 times, once even in the Queen's private dining room.
'' In 2009 I was invited to a garden party in the diplomatic tent, the queen wanted to see me in a private meeting.
I can't say the themes we talked about, but the memory that remained of her was her smile '', she recalls explaining that on the day of Elizabeth II's death
has decided to cancel the secret formula of the fragrance she created
.
It was a simple formula, with codes.
Out of respect for the Queen, I canceled it on September 8, '' she reveals.
There are also several young brands at the show.
The Italian brand
Permano,
dedicated only to hand care and founded during the pandemic, makes its debut.
The idea is signed by 5 very young people: an architect, a data scientist, an herbalist, a marketing expert and a copywriter passionate about beauty.
Thus was born a collection for hands for all ages, for all sexes and all skin types.
Includes sanitizer, creams and soaps.
Making its debut in Europe is
Inflamade
, created in California with a proposal of 3 products (cream, dye and candies),
based on Cbd.
The company ensures an effective healing power of inflammations to be treated locally, but also stress, anxiety and difficulty falling asleep.
The world of plants is in fact always at the center of perfumery: at the fair there is also the
Elementals
brand of the Feng Shui consultant Deana Wyland-Fries which aims to align the function of plants with the principles of classic perfumery.
It uses the best raw materials and essential oils, macerated in certified organic alcohol, to exploit the purity of the five elements (the new fragrance proposed is called Tong Ren).
