With the advent of social media, the rise of digital and new spaces like the Metaverse, the Consumer’s approach to the shopping experience has undergone a major transformation, even in the world of fragrances. The world of fragrances has embraced this change and is seeking a connection with Generation Z through immersive experiences that blend visuals and music to narrate universes and products using a contemporary and innovative language that is both stimulating and appealing to new customers.

Istituto Marangoni is participating in this edition of Fragranze by presenting a talk titled: “Fragrances and Gen Z: how to build customer engagement from social media to
sensory retail experience using music, art and multimedia.”

With Giovanna Flacco (global brand manager of Officina Profumo Farmaceutica Santa Maria Novella), Valentina Grigoletto (Istituto Marangoni Firenze), Felice Limosani (Visual Artist), and Michael Partouche (Founder of Room 1015). Moderated by journalists Francesca Delogu and Silvia Manzoni.

Join us on Saturday, September 16, at 4PM (Area Talk - Stazione Leopolda)

The collaboration with Istituto Marangoni will also lead to the creation of a special storytelling initiative curated by the students of the Istituto Marangoni Florence to present the fair’s many activities and the most interesting new ideas on the Instagram account and in the school’s magazine.