Elements

View original article and images at Beauty Store Business

ELEMENTS SHOWCASE PROVIDES A FRESH TAKE ON THE CONCEPT OF A TRADE SHOW, INTRODUCING BUYERS TO THE WORLD OF SCENTS.
by Leah Genuario

 

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]

 

CRAFTING BEAUTY

Crafting Beauty is a New York-based company with a French fragrance factory. Its business is split into two parts: private-label manufacturing and distribution. On the private-label end, the company provides product development, manufacturing at its Marseille, France, location, and sales support for clients wishing to create perfume and other fragrance extensions. One of its brands, Jouany, started out as a private-label brand by photographer Christophe Jouany, and is now distributed through the company. On the distribution end, Crafting Beauty is committed to distributing only French products.

Crafting Beauty recently announced the introduction of Jacomo. Targeted toward a younger audience, what immediately stands out is its packaging. Tailored to look like a smartphone, the lightweight design can fit into a pocket or bag for on-the-go use. The 1.7-ounce Eau de Toilette for Men features top notes of lemon and grapefruit, blending patchouli, vanilla and musk for a masculine mix. The female version utilizes top notes of pineapple and mandarin, blending these fruity scents with jasmine, iris powder and lily of the valley. Crafting Beauty offers a number of POS materials. One free tester, samples and bags are given for each opening order (six units minimum per order). Suggested retail price: $45.

[Image: Courtesy of Crafting Beauty]

 

ANTHOUSA

Anthousa home ambiance perfumes are a collection of home diffusers and candles inspired by the company name, Anthousa, which means “the perfect bloom” in Greek. It currently offers seven scents as well as limited editions biannually, with fragrances and colors inspired by landscapes around the globe. An intentionally luxurious line currently featured at stores such as Neiman Marcus and Barneys, the eco-friendly brand blends modern femininity with an old-world flair.

Vetivert Jade is Anthousa’s spring 2012 limited-edition fragrance. Inspired by the natural lavender shades in jade, the fragrance features a combination of fresh citrus notes, complex woods and spices. Argentinean lemon, oak moss and sage leaf are blended with nutmeg, black peppercorn and mahogany woods, and then balanced with vetivert, musk and orris root. The scent comes as a diffuser or a candle. Candles are housed in frosted, Italian glass tumblers. SRPs: $72 diffuser, $35 candle.

[Image: Courtesy of Anthousa]

 

BOND NO. 9

Founded by industry veteran Laurice Rahme, a Parisian-turned-New Yorker, Bond No. 9 takes inspiration from the city in which it operates: New York. Each fragrance celebrates a different area of New York City. Currently, 48 fragrances exist in the Bond No. 9 line, representing a plethora of neighborhoods and parks in the Big Apple.

Each fragrance utilizes the same bottle: a five-point glass container with sculptural properties. What’s different with each scent is the graphic decoration, which artfully tells the story of the area it represents. The company also recently expanded from its urban platform with its I Love NY line, a celebration of New York the state.

At Elements Showcase, Bond No. 9 announced the spring 2012 introduction of Central Park West, the seventh fragrance to find its muse from a New York City park. Central Park West is known for its grand apartment houses overlooking a two-and-a-half mile stretch of urban grassland. The fragrance with the same namesake has been designed with the same grandeur, utilizing narcissus mingled with tangy ylang ylang and a pinch of piquant pepper. Other notes include orris, jasmine, linden and gardenia, mixed in with a base of white oak and vetiver, combined with a whiff of musk.

The bottle’s decoration features an updated version of the luxurious houndstooth check pattern and a detachable bracelet. SRPs: $250, 100 ml; $180, 50 ml; $130 bodysilk; $110 candle; $75 shower gel.

[Image: Courtesy of Bond No. 9]

 

THE CHARLIE GARDNER COLLECTION

Husband-and-wife duo Nisreen and Christian Gardner launched TheCharlie Gardner Collection last year with a goal of promoting the importance of global awareness and sensitivity. The company offers home and lifestyle products, donating a share of its profits towards international and local development programs for disadvantaged youth.

Its first line, a collection of candles named India, features scents and packaging inspired by the area with the same name. Quickly following was Africa, a candle collection utilizing gardenia and the intriguing spice of South African sandalwood. In addition to its philanthropic efforts, packaging is another key priority for the brand. The company was intentional about creating containers that would also be valued as keepsakes.

For summer burning, the company recommends its Signature candle, featuring an orange blossom scent appropriate for any room in the house. A bright orange box with gold details and a metallic embossed logo quickly tempt customers to pick up the product.

The Gardners are committed to partnering with retailers, offering in-store event coordination, signage and POS displays. SRP: $38.

[Image: Courtesy of the Charlie Gardner Collection]

 

21 DROPS

21 Drops is a modern company backed by thousands of years of research. Launched last year and founded by a clinical aromatherapist with 20 years of experience, the company leverages ancient understanding about the healing properties of plants and combines it with modern medical information to create a line of therapeutic-grade essential oils.

All of its oils are sourced from sustainable, indigenous habitats and adhere to a rigorous,
self-imposed therapeutic standard. Each undergoes GC-MS quality testing to ensure its exact composition and activity.

The showpiece of 21 Drops, the company, is the product by the same name. 21 Drops artisan blends are 21 custom-blended aromatherapy solutions aimed at resolving 21 universal complaints. Each blend is sold individually and marked with a number and name. Its best seller is currently #11, De-Stress, but there are blends for a variety of other ailments that affect body, mind and soul.

Currently, both Lucite and wood displays are available to retailers, and the oils are packaged in an airtight roller-top glass bottle. SRP: $29.

[Image: Courtesy of 21 Drops]

 

PORTLAND GENERAL STORE

Portland General Store delivers its products from Maine with love. Creating things for the discerning man who cares about the finer things in life, the brand entices users to imagine the good ole days by the sea.

The line’s look was inspired by old, vintage formulary books, and special packaging touches—such as products in repurposed cigar boxes—add a memorable flair.

In addition to these muses, the company is also intentional about offering high-performance natural products, mixing innovative scents with ingredients such as sea minerals, clay, essential oils and plant-based materials.

One of its best sellers from the start, Portland General Store offers its Whiskey—yes, whiskey-flavored—After-Shave Splash, featuring natural ingredients such as sea kelp extract, blue-green algae and organic aloe vera to bathe and nourish the skin. Made without drying alcohol, the whiskey-infused scent is packed in a 120-ml amber glass bottle with a flow-limiter cap. The splash is particularly quenching after a wet shave with Whiskey Old-Fashioned Wet Soap. SRP: $16.

[Image: Courtesy of Portland General Store]

 

LUBIN PARIS

It is likely that Lubin Paris was the oldest company exhibiting by at least a couple hundred years. Pierre Francois Lubin founded his perfume house in 1798 just after the French Revolution, having served as an apprentice of Fargeon, the perfumer to the Royal Court. Its long-standing history is reflected in fragrances such as Black Jade, a re-creation of the last scent made for Queen Marie Antoinette while she was in prison. Today’s Lubin Paris blends modernity with antiquity, offering 12 scents within three lines: contemporary, exotic and vintage. It aims to serve an upscale audience.

The company’s best seller is Gin Fizz, a fragrance originally crafted in 1955 for Princess Grace Kelly. The scent, named after the popular cocktail found at 1950s-era, American-style bars in Paris, is a fresh, light scent the starlet used in the mornings. Gin Fizz follows its initial notes of hesperidia and greens with iris, enriched with a floral bouquet of jasmine and rose, and finally coming to rest on a bed of precious woods. The fragrance is part of the vintage collection, an elegantly packaged collection that incorporates silk into the exterior box. SRP: $120.

[Image: Courtesy of Lubin Paris]

 

ESSENTIA

Exhibiting for the first time in America, Japanese companyEssentia was showcasing its DI SER fragrance brand. The brand takes its inspiration from the lotus flower, which symbolizes enlightenment because its blossoms spring from muddy waters. The lotus flower features prominently in company literature and on its packaging, including the incorporation of lotus-inspired medallions.

DI SER uses natural ingredients gathered throughout the world, and aromatic oils are carefully blended one at a time to showcase the original character of each floral and wood note.

The company offers its Elements Collection, named Tsuki, Mizu, Taiyo and Kaze. The names are Japanese for “moon,” “water,” “sun” and “wind.” The unisex scents, which feature a hint of spicy flair, are tailored toward younger audiences. Its packaging utilizes metallic accents and a sleek, contemporary look. SRP: $110, 50 ml.

[Image: Courtesy of Essentia]

Leah Genuario is a Hawthorne, NJ-based freelance writer. She is the former editor of Beauty Packaging.