MG International Fragrance Summit 2022 organized for the first time in its field in Turkey as part of World Fragrance Day, gathering together global brands of the fragrance world.
Related: Firmenich & MG International Launch Regional Perfumery Production Hub in Turkey
The summit included chat sessions, tasting presentations that matched the scents, a fragrance museum and fragrance experiences. The focus consisted of underlining the importance of fragrance in everyday life, from health to fragrance production, fragrance trends to art and fashion, sustainable future perception to brands that added value to fragrance and the fragrance of the future.
With a presentation by Ebru Akel, the summit was held in four sessions titled, "Everything about Fragrance," "A Look into the Fragrance World," "Sustainable Fragrances" and "Communication with the Sense of Smell." The session moderators were editor-in-chief of the magazine Marketing Türkiye, Günseli Özen; writer at a daily newspaper Sabah, İdil Demirel; editor-in-chief of the magazine Alem, Gözde Yörükoğlu Ersu and Corporate Communications manager of MG International Fragrance Company, Duygu Beşbıçak.
In the opening session, vice president of MG International Fragrance Company, Bülent Konca, highlighted the company’s prioritization of its human and environment-friendly approach and its art-friendly identity. MG International Fragrance Company intend to blaze the trail today as they did in the past for the development of the fragrance industry and creating fragrance awareness.
In the second session, following the presentation on essential details related to the fragrance awareness increase with the pandemic by ENT and voice disorders Specialist İsmail Koçak, project manager at the GQ Magazine, and IFA instructor, Enda Şengünler, pointed out that the most potent aspect driving brand choice is “fragrance."
The speakers of the third session included Rebul Group Board Member, Nüket Filiba, Nishane co-founder and creative director, Murat Katran, MG International Fragrance Company Marketing director, Baran Diler, L’oreal Luxe director of Education, Elif Aydın ve Armani and YSL brand director, Tuna Eser. Katran informed the audience about the birth of the idea to create Turkey's first niche perfume house and its success.
The last session of the summit was enriched by names from the art and fashion world. The moderator of the session, Corporate Communications manager of MG International Fragrance Company, Duygu Beşbıçak, explained how they used channels of communication for the value they give to the environment, people and art with the sense of smell and stated that they did numerous projects in this direction and will continue to collaborate in the future.
Between the sessions, tasting presentations were made with scent and taste pairings by Soho House executive chef, Özgür Önol. The Usla, International Service and Taste Academy expert, Skola By Usla barista chief, İrfan Ateş, also provided breaks to the participants highlighting the value of fragrance in coffee. USLA Academy Bar and Mixology instructors, Talat Aydın and Talat Arslan, shared the importance of coffee combination and fragrance and served edible perfumes.
The closing ceremony included a musical feast accompanied by the set of MG International House DJ Alper Öztovi.
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