"MG INTERNATIONAL FRAGRANCE SUMMIT '22" Brings Together the World of Fragrance

Held for the first time in Turkey as part of World Fragrance Day, the "MG International Fragrance Summit '22" brought together global brands and representatives from the fragrance world. The summit, hosted by international fragrance manufacturer MG International Fragrance Company, aimed to raise awareness about the fragrance world and present a multidisciplinary perspective for a sustainable future. As part of World Fragrance Day, adopted in the fragrance industry, international fragrance manufacturer MG International Fragrance Company hosted "MG International Fragrance Summit '22," held for the first time in Turkey in this field. The event, which brought together global fragrance brands, experienced representatives of the perfume industry, and those on a journey of "passion for fragrance," was enriched with discussion sessions, fragrance and taste pairing presentations, a fragrance museum, and fragrance experiences. At the summit, everything from the importance of fragrance in our lives to health and fragrance production, from fragrance trends to art and fashion, from perceptions of a sustainable future to century-old brands that have added value to fragrance and the fragrance of the future—in short, "Everything About Fragrance"—was brought to the table. Under the colorful presentation by Ebru Akel, four sessions were held: "Everything About Fragrance," "A Look at the Fragrance World," "Sustainable Fragrances," and "Communication Through the Sense of Smell." Guest moderation of the sessions was undertaken by Günseli Özen, Editor-in-Chief of Marketing Türkiye Magazine; İdil Demirel, columnist at Sabah Newspaper; Gözde Yörükoğlu Ersu, Editor-in-Chief of Alem Magazine; and Duygu Beşbıçak, Corporate Communications Manager at MG International Fragrance Company.

"EVERYTHING ABOUT FRAGRANCE" WAS EXPERIENCED

Bülent Konca, Deputy General Manager responsible for Sales and Marketing at MG International Fragrance Company, spoke at the opening session about the company founded by Michel Gülçiçek in 1961, stating that on their journey driven by "passion for fragrance," they prioritize their human and environment-focused approach and art-friendly identity, and are pleased to be setting yet another precedent today for the development of the fragrance sector and creating fragrance awareness, just as they have in the past. Bülent Konca, noting that they supply fragrance compositions and raw materials to more than 1,800 global manufacturers in over 55 countries and domestically, stated that as one of Turkey's top 650 industrial companies, they work with and supply fragrances or raw materials to many well-known brands and manufacturers known by consumers in the cosmetics, personal care, hygiene, home cleaning, and paper products sectors. Konca shared that they serve customers and business partners with new technologies in fragrance production and the sector's first R&D Center, and that they will continue to shape the future of the fragrance world within the framework of sustainable policies. In the same session, L'oreal Luxe General Manager Ufuk Batur drew attention to the responsibilities that brands must take on for the future of the fragrance world, while Evyap CEO Mehmet Evyap emphasized that fragrance is an indispensable value. Eyüp Sabri Tuner Board Chairman Engin Tuncer presented his company's vision as an established brand and shared information about the past and future of the fragrance world with participants.

FRAGRANCE TAKES CENTER STAGE IN CONSUMPTION TRENDS

In the second session, following Prof. İsmail Koçak, an Ear, Nose, and Throat specialist, who shared important details on how fragrance awareness has increased with the pandemic, Enda Şengünler, Project Manager at GQ Magazine and IMA Trainer, noted that "Fragrance" is the most important force driving brand preferences. Sinem Irmak, Corporate Communications Director at Zen Diamond, spoke about why they, as a jewelry brand, entered the fragrance world and the importance of fragrance for brands. Rasih Ramazanoğlu, Founding Partner and General Manager of Ceremony In Bloom, discussed the difference their brand has created in the fragrance world and the importance of fragrance in making a difference. The last speaker of the session was Koray Sevinç, Perfumer at MG International Fragrance Company. Describing the transformations in fragrance design in the new world order, Koray Sevinç also answered the question "What will the future of the fragrance world look like?"

FROM CENTURY-OLD BRANDS TO HAUTE COUTURE FRAGRANCES

Among the speakers of the third session were Nüket Filiba, Board Member of Rebul Companies Group; Murat Katran, Founding Partner and Creative Director of NISHANE; Baran Diler, Marketing Manager at MG International Fragrance Company; Elif Aydın, Training Manager at L'oreal Luxe; and Tuna Eser, Brand Manager at Armani & YSL. Following Nüket Filiba, who shared the adaptation process of a century-old brand to a changing world, Murat Katran spoke about the origin and success of the idea to create Turkey's first niche perfumery. Baran Diler shared details on fragrance trends in marketing and the factors that determine trends, while Elif Aydın provided examples of the inspiration sources of Haute Couture fragrances and their reflection in scent, offering participants different perspectives. Finally, Tuna Eser shared with participants how brands' visions come to life in fragrances.

"COMMUNICATION THROUGH THE SENSE OF SMELL" FROM FASHION TO ART

The final session of the summit was enriched with renowned names from the art and fashion worlds. Duygu Beşbıçak, Corporate Communications Manager at MG International Fragrance Company, who moderated the session, stated how they use communication channels through the sense of smell with the value they place on environment, people, and art, and that they have signed many projects accordingly and will continue collaborations in the future. Artist İsmail Acar, who spoke at the session, discussed the "5 Senses 5 Facts" exhibition they realized in collaboration with MG International, sharing the journey of creating fragrance awareness in artistic expressions and artistic activities accessible to visually impaired visitors. Ezra Çetin, Founding Partner of EZRATUBA, speaking about the future projections of fragrance, also answered the question "Are brands prepared for the future of the fragrance world?" Actor, director, and writer Tamer Levent discussed the importance of the sense of smell in art and fragrance awareness as an artistic activity, while Remzi Buharalı, Art Director of Atatürk Culture Center, the final speaker of the session, explained the meeting point between the sense of smell and music.

AT THE CLOSING CEREMONY, THIS TIME THE FRAGRANCES SPOKE

During breaks in the "MG International Fragrance Summit '22" sessions, taste pairing presentations with fragrance and taste combinations were held. Specialists from the International Service and Flavor Academy Usla provided pleasant moments for participants. Skola By Usla Barista Chef İrfan Ateş presented a discussion emphasizing the value of fragrance in coffee, with delicious coffees served to participants. With presentations by USLA Academy Bar and Mixology trainers, Any Bar Mixologist Talat Aydın and Alexandra Cocktail Bar Mixologist Talat Arslan, the importance of coffee blends and fragrance came to the fore. The closing ceremony presented colorful scenes. Accompanied by MG International House DJ Alper Öztovi's set, participants enjoyed a musical feast, experienced the 2022 fragrance trend, and had the opportunity to view the MG International Fragrance Museum selection.