Evaluation Criteria - 2010 Edition - Editions - Esxence, The scent of excellence

With determination Esxence pursues the objective of giving visibility to excellence, presenting the requisites of quality and coherence, which knows how to manifest great respect for the Art of Perfumery and its creativity. In addition, it is committed to welcoming other expressive forms of quality in fields such as, Home Fragrance, Toiletries, Cosmetics and Make-Up, which have creative and distributive affinities with Niche Signature Perfumery.

Esxence offers up the proposition of becoming known over time, as an international priority point of reference, for all of the brands who present themselves for the quality of their offerings and their marketing choices, and their distinctive distribution of Niche Signature Perfumery.

So as to realise an exhibition which represents a gathering of the most particular offerings in the sector, also capable of giving opportunities to new creative realities that aspire to entrance in this field, the following criteria have been defined. Each brand that aspires to access to Esxence as an exhibitor must comply with these parameters represented by the criteria.

The valuations will take place in two phases:

Phase 1 Qualitative-Artistic Analysis

The brands, whose applications for admission will be considered for admission by the Technical Committee, must have, at least, along general lines, a profile;and that corresponds to the following:

The image and the philosophy of the brand are based upon a credible and documented history, which translates into products and compositions that express quality and artistic characteristics as well as those of uniqueness coherent with a declared affiliation with Niche Signature Perfumery.
The creations should display a aesthetic-stylistic coherence allowing each and every individual product to be recognised as belonging to the brand's total graphic design scheme.
The brand offers creations of high added artistic, compositional, qualitative and stylistic value, destined, due precisely to its unique characteristics, for assisted sales and not self-service.
The brand's offerings are directed toward consumers seeking creations of great originality, character and .artistic value.

Phase 2 Distribution Analysis Profile

If the profile is consistent with the description found above, distribution features will be taken into consideration so as to verify if these are coherent with the following criteria:

The brand is offered in European and Extra-European markets through an extremely selective and high quality distribution network in order to maintain its particularity and to avoid its becoming commonplace.
Its quality and its distribution selectivity is homogeneous in each country in which the brand is offered.
Its market share¹ is not greater than 0,2% of the overall turnover in the beauty sector in the individual countries in which it is found.
It is not usually present in the offerings of the organised chain stores, which develop a turnover greater than 3% of the cosmetic sector in the individual countries². Presence in such a channel would indicate negative evaluation values.
It is virtually absent from the MM GDO (Major Multiples/Large Scale Retail) channels. Presence in such a channel would indicate negative evaluation values.

Information and formation of the distribution network

The concession holders must be able to offer precise information on the history, the philosophy and on the artistic production qualities of the products so as to be able to communicate these competently and correctly to the end user clients. Relative hard copy, digital and on line documentation must be provided to Esxence together with the samples.

Spotlight

In the event that the Brand has been recently introduced onto the market and/or does not yet have a consistent presence and/or has not yet defined an international distribution strategy, it will be taken into consideration exclusively as a Spotlight, brand clearly highlighting its premier position.

PLEASE NOTE: The Spotlight brands will be clearly identified inside of the exhibition.

¹For example: 2008 global turnover Cosmetic Sector in Italy 9,070 million Euros. The turnover for the candidate brand must be less than 18.14 million Euros (price to the public VAT included).

²For example: 2008 global turnover Cosmetic Sector in Italy 9,070 million Euros. The turnover of the organised chain/s must be less than 272.1 million Euros (price to the public VAT included), which in the case of a chain with 200 sales points would mean 1.36 million Euro of average turnover for each sales point.

Selection procedure for the definitive list of exhibitor brands

The procedure anticipates the following stages:

A list of all of the brands that have applied for admission to Esxence is gathered.
The Organising Committee will work to accurately screen all of the brands that make up the list.
From this analysis the brands will be divided into three categories:
- Brands admitted to Esxence
- Brands not admitted to Esxence
- Spotlight
At the end of this division process the list derived will be transmitted to the Technical Committee which will have the duty of expressing itself with regard to its acceptance or to its rejection of the Organising Committee's decision relative to each brand.
The consultative analysis of the Technical Committee will then be taken up again by the Organising Committee which will award the final approval for the definitive list, which will then, in the end, be made public.
The applications for participation that are presented again because they were incomplete or insufficient and any eventual new candidacies presented after the initial term deadline of the same, will be analysed according to a similar procedure and, if possible, the definitive list will be updated with the eventual new entries.