Beauty Store Business magazine - December, 2019

In Their Element

Elements Showcase provides a fresh take on the concept of a trade show, introducing buyers to the world of scents.
Courtesy of Elements Showcase

The Elements Showcase was held on Jan. 30-31 at Skylight West in New York City. The show, which is advertised as a “curated” fragrance and design show, showcased the artistic side of the industry.

Upon entering the room, visitors were immediately struck by the uniform color palette of white, silver and black, in addition to strategic placement of oversized, round paper lanterns throughout the venue. Its thoughtful presentation and innovative style is the brainchild of three professionals—Frederick Bouchardy, Ulrich Lang and Jeffrey Lawson—two of whom hail from the fragrance industry, with the latter a contemporary art-industry pundit.

Elements Showcase is a newer show to hit the industry. The January showcase represented the third edition for the biannual event. As the show has grown and evolved, the co-founders continue to upgrade.

In August 2011, Elements Showcase was expanded to a second floor and an educational component was added with the introduction of the Elements Forum. These two elements were maintained in the January show, with more additions. A second forum was added, as well as an indie award and ceremony, made possible through the partnership of The Fragrance Foundation (and the 2012 FiFi “Indie” Fragrance Award), RPG and Givaudan. Other innovative add-ons included a Martial Vivot barbershop built on-site by Caron Paris, a tasting bar from tea company Le Palais des Thés, and a limited-edition Elements-blend Blue Bottle coffee drip station hosted by coffee shop and lifestyle store Lost Weekend NYC.

More than 100 brands exhibited at the January 2012 showcase, nearly tripling the size from the inaugural event the year prior. Approximately 2,000 attendees braved the cold, mainly representing buyers, retailers, distributors and press. Key retailers, according to the show’s organizers, included representatives from Barneys New York, Sephora, Henri Bendel and QVC.

While scent is a unifying factor for the show, not all companies were showcasing perfume. Additional products included men’s lines, antiaging products, aromatherapy, candles and other home scents. What’s in store for the next show? “We are pleased to announce the next and fourth Elements Showcase will take place on Aug. 20-21, 2012, in New York City,” says Lawson. “Visitors can expect to see an enhanced focus on skin care, men’s products and a new component involving other senses.” For more information, visit elements-showcase.com or call 212.268.6148.

Here’s a look at eight companies that exhibited at the third Elements Showcase—and merchandise that we highly recommend you place on your shelves.

[Image: Courtesy of Elements Showcase]