Niche perfumes get new platform in New York

So-called niche fragrance brands such as Bond No. 9 or Etat Libre d'Orange are, if not turning into mainstream brands, increasingly influencing mainstream beauty, and it looks as if The Elements Showcase in New York is further proof of this development.

The brand new perfume fair, which was co-founded by a niche fragrance brand owner in his own right, Ulrich Lang, ended January 31 to great critical acclaim, with one prominent beauty editor blogging: "Guys, you did a great job! We hope The Elements can be held every year and become the biggest and the brightest perfume event on the continent."

Held at the Skylight West in Midtown Manhattan, The Elements Showcase aimed to distinguish itself from other beauty fairs, such as Cosmoprof, by integrating the worlds of art and design into its set-up. Interiors were conceptualized by Reddymade Design, for example, and New York architects at Steven Learner Studio created the floor plan, "amalgamating the relationship between exhibitor and space, truly crafted to highlight the most innovative fragrance brands and entrepreneurs," according to the organizers.

The list of participants prove them right: the above-mentioned Bond No. 9 and Etat Libre D'Orange were on hand to present their latest products, as well as Santa Maria Novella, Eau d'Italie, The Hype Noses, Joya, Nez a Nez, Profumi del Forte, Sage, and many others. "Mainstream" backing came from prominent personalities behind the project including actress Jessica Alba, retailers such as Urban Outfitters' Melissa Green, and institutions such as the Fashion Institute of Technology.

Ulrich Lang, who once said in an interview that he felt there was "no focused showcase for the game changers in fragrance," teamed up with Joya founder Frederick Bouchardy and entrepreneur and trade show organizer Jeff Lawson to organize The Elements.

Lawson told the press: "Our goal and vision is to create a stage for key companies in the fragrance industry to showcase their product lines in a format that moves away from the traditional trade show and into a more focused and artistically driven format - one that illustrates the power of fragrance and presents it in a clear and concise visual platform."

Paris- and Hong Kong-based editions of the event are in the works.