PERFUME EXPO AMERICA 2009
June 9-12, 2009 New York City

“Perfume is an art not a commodity”

There are few products that have generated as much buzz in the internet as perfumes. Once a true luxury product perfume has become with a few exceptions a mere commodity, and marketers are to blame with so many launches and poor quality flankers and lack of innovation, the motto for safety “please follow the trend”.

As expected changes came from the consumer, tired of the lack of originality they became more educated about fragrances and started to seek alternative scents among niche marketers and independent perfumers. In less than three years the niche fragrance phenomenon exploded into a class of its own among our industry. The movement accentuated by the media and the blogs has reached today a sizable portion of the beauty distribution pie.

What is happening with our industry? Department stores are collapsing, the gray market bleeding is affecting a large volume of retailers and consumers buying patterns.  As contradictory as it may seem in this period of economic incertitude the market is still in demand and consumers shifting desire are reviving the true creation process, brands and designers are therefore directly concerned by this call. Yet until last year there was no seam between the Marketers (brands), Retailers and consumers, this is precisely why PXA* has its “Raison D’être”.

Although many niche marketers have difficulties breaking the barrier of entry some are already profitable. Last year PXA encouraged these entrepreneurs to present their creations to the industry and this year PXA has gone farther bringing the consumers to them on the third day of the event. Of course PXA means business for the established companies as well as for the niche perfumers the first two days are dedicated to selling, selling and selling!... Day one and two are scheduled meetings, a face to face between marketers and their retailers behind closed doors.

Day three is an innovation for marketers and Consumers as well, for the first time Bloggers, media, and aficionado consumers will have the opportunity to enter an industry trade event and obviously marketers will be able to meet their consumer not a consumer’s panel but a true face to face meeting in a large number and diversity. On this special day we will all celebrate the revival of perfumery in a special atmosphere created by people sharing the same passion for fragrances. We have programmed many didactic activities including a perfume museum, conference & workshops, meeting with perfumers and designers, live perfume labs and much more. The day will end by a gala dinner award ceremony including world class entertainment.

Finally on the third day we will have the famous designers, suppliers and industry service providers meeting with marketers in a convention meeting style. PXA is the modern industry crossroad for established marketers, Niche perfumers, distributors and retailers. No other event worldwide showcases so many selective brands therefore this year we will attract international industry members.

About PXA: 

PXA is a selective event where classic and emerging perfume brands as well as skin care and cosmetic lines can present to independent American perfumeries, department stores buyers, duty free operators, selective pharmacies, apothecary stores, specialty stores and the press.

Last Year Video: http://www.perfumexamerica.com/eventoverview.asp
Last Year Photo: http://www.perfumexamerica.com/2008/index.htm
Registration Page: http://www.perfumexamerica.com/registration.asp
The Venue: http://www.perfumexamerica.com/floorplan.htm
Website: http://www.perfumexamerica.com/index.asp


Perfume Expo America is growing to a 4 days event to be held June 9-12 2009 and also growing in space to 75000 SF (Javits Galleria) allowing us to celebrate perfume on a larger scale (estimated brands represented 300, visitors 3000).

This year we will have 2 days trade in between world marketers and US retailers extended to the Canada, LATAM and Caribbean (new this year).

New this year, we will have a perfume awareness day: An all day perfume event with perfume conferences by perfumers, Perfume school presentations, live labs and designer ateliers. Also this year,  a full perfume museum from Grasse and we will of course cloture the evening with a Gala dinner.

At the gala dinner we will have an award presentation. Among the awards I would like to create (The new media brand awareness award) and I would like to have internet media editors and their readers to be able to select the nominees and of course the winner on the award night.

To the internet media interested by my idea I am offering the following:
1.Full press credential including press Booth.
2.All event (4days) Breakfast, lunches, Parties, and of course the gala dinner for two 
3.An expert chair in all panels’ conferences and ateliers during the event.
4.Permanent link or banner in Perfume Expo America website.
5.Listing in the PXA event directory.
6.100 free PXA passes (for the Perfume day only June 10).

Last years event:  

Although we will be this year the world largest perfume event, we want to keep a certain intimate atmosphere so we cannot invite more than 5 internet media and 500 of their preferred readers.

If you are interested with this venture, please RSVP to Ana as soon as you can by Phone: 305-868-9383 or ana@perfumexamerica.com


About Bernard Pommier:

Bernard Pommier is the founder of Perfume Expo America.
Bernard is no stranger to the beauty industry, having spent
years creating, manufacturing and marketing beauty products.
As a former publisher and founder of a recognized perfume
trade magazine, Bernard entertains many contacts with key
management of most of the distributed selective brands
as well as many distributors and beauty retailers providing
him with an intimate knowledge of the world beauty business.

Among the few people pioneering the rise of the internet in
1995 with perfume2000.com a dedicated online magazine
about perfumery followed in 2000 by the launch of
Beautyportal.net the first online B2B for the beauty industry. Bernard always believed in associating internet and the beauty industry. Last week Bernard and his team launched the first online community for the beauty industry: BeautyCollaboration.com.

Prior to starting his 25 years career in the Beauty industry bernard was managing Pier One Import in Spain. Bernard spent his youth in Grasse (perfume world capital) he has a Master in Business management and international commerce and live in Miami Beach with his Wife, Daughter and Son.  Bernard can be contacted at: bernard@perfumexamerica.com


About  Bruno Queyrel:

Bruno Queyrel is Co-founder of Perfume Expo America.
Bruno is a French graduate in International trade, after a
mission in Washington DC for the US Small Business
Administration during the white house conferences on SME
Later joined the French Federation of Perfumery and Beauty
industries.

At the Federation and then for 20 years he never stopped
promoting the industry worldwide, Bruno was the advocate to many companies helping them deal with various administration regulations . Among other significant involvements he initiated the first international attendance of foreign exhibitors at the Cosmoprof Bologna . Bruno was also among the team of industry pioneers to related events like Nice/Cannes, Hong Kong .. Etc… A couple years ago Bruno started his own consulting firm (Nextrade Collection France) advising several international leaders. Nevertheless Bruno did not stop promoting entrepreneurship. For the past few years he organized national industry groups and Beauty industry conferences for over 25 events. For PXA 2008 Bruno started the concept of Perfume Entrepreneur’s Bar and offered exposure to international small perfumers, from France, UK, the United States, the Caribbean to enter the world selective market.
Bruno can be contacted at: bruno@perfumexamerica.com


About BeautyCollaboration.org:

The Beauty Collaboration project is a web-based free content industry intelligence platform with a multi-level innovation mall.  The new web platform provides industry members with free resources and web based software solutions built specifically for the beauty industry empowering members to interact with their peers, suppliers, clients and consumers.  The platform includes a digital marketing system, discussion forums, industry reports, classified ads, a career forum, industry directory, archives, an innovation mall, a project management engine, a blog engine and a B2B commerce platform with online catalogs, auction and reverse auction engine.  “Beauty Collaboration is not another MySpace copycat. MySpace, Face book and LinkedIn have millions of members and it’s fantastic but the chance that you will do business in these communities is remote." says Co-founder Bernard Pommier. The critical issue is to find a community that is a good fit for your business. If you are a member of the beauty industry Beauty Collaboration is without a doubt your online community, we will work together to fight the economic recession. Together we will break old patterns and boost our own industry business.

The online community enables Beauty Collaboration members to participate directly in the development process of the platform and provides a vehicle to grow their market, get business leads, build an international network of business contacts, and allows their team to do more with less, maximize awareness, improve customer loyalty, Increase sales, and enable channel partners and finally build better products. 

For more information visit: http://www.beautycollaboration.com
Press material available at: http://www.beautycollaboration.org/Press/tabid/66/Default.aspx
Contact Ana Pommier: ana@beautycollaboration.com
Marketing and PR manager (only for PR enquiries, support is provided live online)
Tel: (305)868-9383