Page 50 - TFWA World Exhibit 2024 Special Edition

INSIDER

Some of the Essence Corp Team at the Farewell Versace Party during the 2024 Beauty Consultant Seminar in
Cartagena, Colombia.

Essence Corp: new fragrance launches and successful BA seminar
underscores success in Caribbean and TR

Miami-based Essence Corp recently Leather” Eau De Parfum our momentum into the next quarter, we
concluded its highly anticipated Beauty *A private yacht outing to discover the extended the Seminar to a fourth day,”
Consultant Seminar in Cartagena, latest fragrance from Michael Kors Pour Antoine Bona tells TMI. “And for the
Colombia. The event, held from August 18 Homme & Pour Femme first time, we combined the BAs from
to 21, 2024, marked a “triumphant” return *A grand finale showcasing Versace our Caribbean and travel retail business
after a hiatus, bringing together beauty Fragrances, including Eros Energy, Bright in order to create scale and more synergy
consultants from across the Caribbean and Crystal, and Crystal Noir. within the company. We also invited some
its Duty Free Americas division. “We’re thrilled with the success of this key airport product managers and operation
As a leading distributor of fine year’s Beauty Consultant Seminar,” said managers.
fragrances and cosmetics for duty free, Antoine Bona, Vice President Travel Retail “Some of our suppliers joined us as
travel retail, and Caribbean markets, Sales, Essence Corp. “The enthusiasm and well, to provide more in depth trainings and
Essence Corp themed the seminar Faster, dedication shown by our beauty consultants workshops on their brands. It really shows
Higher, Stronger. reaffirm our commitment to excellence in a strong partnership between the brand and
It focused on training and education the travel retail beauty sector. This event the distributor and the retailer,” he said.
for an impressive lineup of luxury has not only enhanced product knowledge One particular highlight of the 4-day
fragrance brands, including Jimmy Choo, but also strengthened our community of event was the grand finale Versace party,
Montblanc, Ferragamo, Rituals, Parfums de beauty professionals.” which was held in the hotel garden under a
Marly, and Versace. “The Beauty Seminar is a way to see-through tent. The evening ended with a
Attendees were treated to in-depth spend a good time with our BAs and create spectacular fireworks display that could be
product knowledge sessions, hands-on memories. Some of our beauty advisors seen through the tent.
workshops, and exclusive previews of have been with us for 15-20 years. So they “It was amazing. Some of the girls
upcoming releases. compare past seminars, and have fun, and were crying – from the beauty of the
Highlights of the four-day event we enjoy being with them. I think it’s really fireworks, from the beauty of the week,
included: the most important part of the seminar,” from the good vibes,” said Antoine Bona.
*An opening cocktail night featuring added Guillaume Bona, Vice President of “As a family business, we really want
InterParfums and Jimmy Choo’s “I Want Sales. to make these girls feel like they are a part
Choo Le Parfum” The 2024 Seminar was a day longer of our family. And I think they really felt
* Intensive training sessions on Montblanc, than it had been in the past, and followed it at the end of the seminar, because, we
Ferragamo, Rituals, Parfums de Marly, and on the record results generated by Essence make them feel at ease during the seminar.
Initio Parfums Privés Corp last year, noted Antoine Bona. We make them feel comfortable, and we
*A special focus on Ferragamo’s “Red “To motivate the BAs and continue make them feel loved.”

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