The Global Hub of Niche Perfumery
The Esxence – The Art Perfumery Event serves as the global epicenter of niche perfumery. Each year, the international fragrance scene gathers here, bringing together brands, buyers, the press, and influencers. For many industry professionals, it is considered the most significant platform within the luxury and niche segment. In such a highly dynamic environment, mere presence is not enough. What truly matters is how and with whom a brand achieves visibility.
Where Distribution Meets PR and Influencer Expertise
Brandertain views distribution as a holistic responsibility. Alongside the development of sales channels, the targeted activation of PR and influencer relations plays a central role. The partnership with Mind Games Fragrance exemplifies how these competencies seamlessly integrate: brands are not merely distributed, but strategically anchored in the market through relevant contacts, curated reach, and targeted presence.
An Exclusive Cocktail Event by Mind Games
During Esxence 2025, Mind Games Fragrance hosted an exclusive cocktail event at the DOTS. Located on Via Andrea Salaino in the heart of Milan, this event intentionally created a stylish counterpoint to the intense trade fair environment, offering a curated break for selected guests, distributors, and industry opinion leaders. The event leveraged the city's unique dynamic during Esxence to facilitate encounters in an intimate and highly aesthetic setting, achieving a remarkable social media reach of nearly 2 million with German influencers in a single evening. Numerous influencers, PR representatives, and industry insiders used this opportunity to discover the brand and its novelties in a more personal atmosphere. A notable detail: spontaneous guests, such as Jeremy Fragrance, also showed interest and attended, sending a clear signal regarding the growing attention surrounding the brand.
The Role of Brandertain: Connecting the Right People
The decisive factor was the activation: Brandertain was responsible for specifically targeting relevant contacts—particularly from Germany—and mobilizing them for the event. This strength lies not only in having a network but in the ability to activate it effectively:
Targeted invitation of relevant influencers and media representatives.
High response rates achieved without paid participation.
A high-quality guest list featuring genuine interest in the brand.
Through this approach, the Mind Games Fragrance event became a platform for genuine encounters, supported by a community that Brandertain strategically brought together.
From Mere Presence to Sustainable Visibility
The added value of this strategy extends far beyond the event itself. When relevant voices converge, it generates content, conversations, and recommendations, creating a visibility that lasts long after the trade fair concludes. This is exactly where the combined power of distribution and PR unfolds.