“MG International Fragrance Summit ‘22” organized for the first time in its field in Turkey as part of World Fragrance Day, gathered global brands of the fragrance world and their representatives. The summit hosted by the international fragrance manufacturer MG International Fragrance Company aimed to present a multidisciplinary point of view for a sustainable future and create awareness for the fragrance world.
Underlining the importance of fragrance in our life, "Everything about Fragrance"; from health to fragrance production, fragrance trends to art and fashion, sustainable future perception to well-established brands that added value to fragrance and the fragrance of the future in the summit were discussed. The Summit took place at Soho House Istanbul on March 22, 2022.
With the colorful presentation of Ebru Akel, the Summit was held in 4 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 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 expressed that in their journey "For the Love of Fragrance". The company, established by Mişel Gülçiçek in 1961, prioritized its human and environment-friendly approach and its art-friendly identity, and they are happy to blaze the trail today as they did in the past for another novelty for the development of the fragrance industry and creating fragrance awareness. In the same session, General Director of L’oreal Luxe Ufuk Batur stressed the responsibility of brands for the future of the fragrance world, as Evyap CEO Mehmet Evyap highlighted that fragrance is an indispensable value. Also, Engin Tuncer, Chair of the Board of Directors of Eyüp Sabri Tuncer, shared information about the past and the future of the fragrance world with the participants by presenting the company's vision.
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 Prof. Dr. 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." Corporate Communications Director of Zen Diamond Sinem Irmak explained why as a jewelry brand they stepped into the world of fragrance and the importance of fragrance for brands. Also, Ceremony In Bloom Co-Founder and CEO Rasih Ramazanoğlu talked about the difference their brand contributed to the world of fragrance and the importance of fragrance for creating a difference. The last speaker of the session was Perfumer of MG International Fragrance Company Koray Sevinç.
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 & YSL Brand Director Tuna Eser.
The last session of the summit was enriched by famous 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. A speaker of the session, artist İsmail Acar talked about the exhibition "5 senses 5 perceptions" realized in collaboration with MG International and the journey of creating artistic activities that the visually impaired can also attend by creating fragrance awareness. Speaking about future projections of fragrance, EZRATUBA Co-Founder Ezra Çetin answered the question, "Are brands ready for the future world of fragrance?". Actor, Director, and Author Tamer Levent expressed the importance of the sense of smell in art and that fragrance awareness is an artistic activity. As the last speaker of the session, Director of Art of Atatürk Cultural Center Remzi Buharalı talked about the meeting point of sense of smell and music.
The closing ceremony was also a colorful scene. The participants enjoyed a musical feast accompanied by the set of MG International House DJ Alper Öztovi. Experiencing the 2022 fragrance trends, and observing the MG International Fragrance Museum selection were also joyful moments of the Summit.
