Record Sales at 4th Elements Showcase

1 ElementsElements Showcase founders Frederick Bouchardy, Jeffrey Lawson and Ulrich Lang.

The curated fragrance and design exhibition Elements Showcase opened its doors last August 20 and 21 to a slew of indie, upcoming and established beauty brands exhibiting their latest wares.

Set in a streamlined studio space on Manhattan’s west side, the show strives to create the ambiance of an art fair, organizers Frederick Bouchardy, Jeffrey Lawson and Ulrich Lang said.

This year’s show marked the fourth total exhibition since the event’s inception in January 2011. Exhibitors this year varied—from staple New York fragrance-maker Bond No. 9 to Cire Trudon candles (the oldest wax manufacturer in the world) to men’s grooming brand Anthony For Men and more.

2 ElementsMandy Aftel (2nd r.) of Aftelier Perfumes with Robertet’s Jennifer Powderly, Olivia Jan and Arnaud Adrian.

“Elements Showcase has become a world class tradeshow presenting the best of the best in beauty and fragrance design,” Lawson said. “We are extremely pleased to report that the August 2012 edition provided a larger number of both international and regional buyers and retailers than previous events, which resulted in record sales and numbers of orders written. The quality of attendees was also at an all-time high.”

In addition to the bustling exhibition floor, this year’s show included a number of forums, Q&As and panel discussions, including a Robertet workshop entitled “160 Years of Roses.”

The interactive and educational session featured Robertet’s Arnaud Adrian, Jerome Epinette and Olivia Jan alongside natural fragrances maven Mandy Aftel of Aftelier Perfumes.

For the event, Jan and Aftel both crafted rose-centric scents in celebration of Robertet’s 160th birthday and its use of the classic ingredient through history.

Jan’s creation, entitled Rose Ether, featured top notes of pink grapefruit, pear and star anise; mid notes of magnolia, Robertet Turkish rose
petals and jasmine sambac; and base notes of wood 49, patchouli heart and musk. Aftel’s scent, dubbed Wild Roses, featured a top of geraniol, elemodor, pink pepper, bergamot and vanilla CO2; heart notes of Turkish rose petal, rose absolute, phenyl ethyl alcohol, nutmeg absolute and apricot; and a base of vanilla absolute, tarragon absolute and patchouli.

Rose is as ubiquitous as it is versatile, the ladies said, and can render different effects depending on the ingredients with which it’s been blended.

As part of its Seed to Scent initiative, Robertet has moved to highlight the natural and organic ingredients in its scents and flavors, which can be traced through to each finished creation—as well as its efforts towards local sustainability. For instance, the company is second only to the Turkish government in its rose production, helping to sustain small villages.

Other forums at the Showcase included a panel by The Fragrance Foundation on the subject “Art & Commerce: Can They Live Together?” which was moderated by FIT’s Virginia Bonofiglio. The following afternoon, “Trends in Fragrance Ingredients and Niche Formulations” were explored by panelists Ralf Schwieger from Mane and drom’s Kevin Verspoor, among others.

Elements 3 4 Elements 5 Elements
Arnaud Adrian, Ulrich Lang and Paul Austin
of The Austin Advisory Group.
KVD NYC’s Anthony Roberts and Kim-Van Dang with Julien Pruvost of Cire Trudon. Jeffrey Lawson and Frederick Bouchardy.

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