Fragranze is the only trade show in the sector to continuously monitor the fragrance market through the Osservatorio Fragranze, an initiative promoted by Pitti Immagine and curated by economist Marco Ricchetti (Blumine). A highly anticipated annual appointment, the Observatory provides an in-depth overview of market trends, key international markets, distribution dynamics, and customer demographics, drawing on insights gathered directly from the show's exhibitors. Among this year's key topics are the main challenges facing independent brands in the startup phase, the information sources consumers rely on most, the growing success of natural fragrances, and customer loyalty toward both retailers and brands. The findings will be presented and discussed during a dedicated talk at Stazione Leopolda.