Amulette, one of Japan's largest fragrance media outlets, provided on-site coverage of Pitti Fragranze 2026 in Florence as Japan's only media outlet on site. Invited by ITA, it reports on the trade fair held from 11 to 13 September 2026.
Amulette is said to have covered Pitti Fragranze 2026 as Japan's only local media outlet, at the invitation of ITA, an Italian government agency.
The event was held across four areas focused on Fragranze: the Spring area, Soul & Skin, and Code Korea @ Fragranze. Brands, designers and perfumers from Japan and many other countries are reported to have presented new products and market data.
The five trends identified through the on-site coverage are said to have been debuts by masters and designers, the coexistence of tradition and innovation, distribution networks supporting the growth of small and midsize brands, the emphasis on the fragrance experience, and the expanding regional and national reach of the market.
Data from Osservatorio Fragranze shows that sales rose by an average of 11.9% in 2025, while many brands expect growth of more than 5% in 2026. Larger companies are reported to be broadly flat, with small and midsize brands driving growth. These results are said to indicate the increasing importance of value propositions and experience design for small and midsize brands.
Amulette representative Kanta Osada (長田寛太) is reported to have discussed the significance of overseas coverage and the outlook for the Japanese market.