OVERVIEW: The Elements Showcase August 2012

The Element Showcase (August 2012) is a unique place where creations of niche producers are promoted in the USA. This time the show was open only to industry professionals, but we've tried to open it to the public, too, at least with our publications.

Buyers, beauty editors and bloggers participate in the the show to get news about upcoming launches and very often to discover new brands. The August show gathered all the American members of the Fragrantica team in NYC, reporting from the exhibition.

The interior design was different this time.  We found it less futuristic than the previous showcases, but also more convenient for exhibition purposes.  The designers used natural elements such as tree branches and white screens with soft light:

ELENA KNEZHEVICH: "I've participated in the event since its establishment. When I was invited by Ulrich Lang to the first show, I was very glad we finally had a platform for professionals to promote and spread artistic perfumery in the USA and an opportunity for perfume lovers to better know the brands they had only heard about. This is a chance for really small and new businesses to declare themselves. Every time I see new faces and brands, but I also feel cozy and happy looking at those I already know and who've become my friends."

JODI BATTERSHELL:  "This was my third Elements and I have to say it has been my favorite so far.  The pace was a little more relaxed at this one, and I was able to spend more time talking to the representatives from each house and exploring their fragrances in more detail.  I was so pleased to meet face-to-face some of the folks I've only corresponded with online, such as Brent Leonesio, and it was a particular honor for me to finally meet Mandy Aftel, a personal hero of mine.  

One of my favorite things about the showcase is how it brings the whole wide perfume world to the two floors of Skylight West. Being based in Nebraska, where even many brands from the US are simply not available, I appreciate every opportunity to explore in person a perfume or product line that I know I won't encounter at home. In two days, I took olfactory flights to Los Angeles, Boston, Paris, Grasse, Italy, the United Kingdom, Bermuda and even Las Vegas (by way of France). Add to this the detour in Turkey's rose fields, courtesy of Robertet's panels, and whew! Is it any wonder I came home from the showcase so exhausted?   :-)"

PANELS at The ELEMENTS:

There were 4 interesting panels and workshops at The Elements with perfumers and other industry professionals participating.

ROBERTET WORKSHOP: 160 YEARS OF ROSES
Arnaud Adrian, Olivia Jan and Mandy Aftelier

ART AND COMMERCE: CAN THEY LIVE TOGETHER?
Mandy Aftel, Christopher Brosius, Carlos Huber, Jessica Richards

ROBERTET: THREE PERFUMERS INTERPRET THE ROSE
Jerome Epinette, Charna Ethier, Anne McClain

TRENDS IN FRAGRANCE INGREDIENTS
Gillian Bleimann, Pierre Hellivan, Yosh Han, Ralf Schweieger, Kevin Verspoor

IDA MEISTER: "It’s been intriguing to follow all of the Elements Showcases from the very beginning, the last two while writing for Fragrantica. It gives you a perspective re: where the industry is going, its emotional temperature… This time, I enjoyed the Robertet "umbrella"—I appreciated being given the opportunity to smell a myriad of absolutes, and see how the perfumers used them. So many participants were old friends—like CB, Charna, Yosh, Mandy Aftel, Sarah Barton-King, Carlos Huber.

The opportunity to pick the brains of folks like Ralf Schwieger, Hilde Solani, DelRae Roth, Céline Verleure and Olivia Jan was delightful; to greet old friends like Mark Behnke, Gaia Fishler, Herr Uli and Frederick Bouchardy, and François Damide—among so many I’m sadly neglecting—was wonderful [especially since I don’t live in either Paris, California. Or NYC! ;-0]."

Hilde Soliani, perfumer

Gérald Ghislain, perfumer

DelRae Roth of DelRae Parfums

Sarah Barton-King of The Pink Room

ZORAN CERAR: "Adopt the pace of nature: her secret is patience."—Ralph Waldo Emerson

"Mankind and Nature don't always go hand in hand. Since its beginning, it is a relationship full of animosity and exploitation. Just consider this quote by Bob Dylan: 'I am against nature. I don't dig nature at all. I think nature is very unnatural. I think the truly natural things are dreams, which nature can't touch with decay.'

Historically, there were many attempts to bring nature and mankind theoretically and practically together. For the first time at the Elements Showcase we received proof that mankind has reached a new level of evolution. It's ready for mutuality with Nature, and I hope that the supercool Juniper Ridge is just the beginning of this new understanding. and the best thing about it:  We can have a better relationship between us humans as a result of such an approach to natural resources. Cheers to Fred, Uli and Jeff for bringing all these phenomenal hardworking innovative creative souls together, and providing a space for the next level of human consciousnesses."

OLGA IVANOVA: "I started thinking about the show in the beginning of this summer. And I couldn't wait to see people I know and new faces as well! I hope next time I will see more creators from different regions and countries since every person I meet is a little journey for me. I love traveling that's why it's a double pleasure for me! Especially when my nose travels as far as Sweden, Bermuda and Reykjavik without knowing what to expect!

I was so excited to see all the great artists with their new ideas, hear their stories, opinions, backgrounds, inspirations and sense of humour! With some of them I feel it's becoming more and more personal because I adore so much of what they do! They amaze and inspire me! And as a Nature lover I was so happy to see more natural brands. One day I would love to observe ( and maybe get involved) the enigmatic process of eco-perfume creation and share this experience with readers."

JOHN BIEBEL: "Elements Showcase for summer 2012 was my first niche perfume event, and it was a wide kaleidoscope of scents and scent makers. My imagination was sparked by the drastically different approaches to perfume that each company embodied.  I saw a vast array of offerings, from the elegant simplicity of Nasomatto's beautiful wood and glass bottles, to the shiny cupcake perfumes of Alice & Peter, to the jewel-hued offerings of pleasure and parties from Vegas Dream.

Clearly, Elements challenges the convention that perfume is a market-based commodity. And it was not just about niche perfumes.  Lingerie company Agent Provocateur sat comfortably under the same roof as the latest version of Jacomo de Jacomo, or men's high-end skin care products from Anthony.  The common thread I did find running though all these perfumers, however, was a true passion to provide quality mixed with uniqueness.  Be it patchouli, citrus, fir or rose, the scents that filled the rooms smelled most like dreams being fulfilled."

THE ELEMENTS SHOWCASE ORGANIZERS:

Ulrich Lang (Ulrich Lang New York), Frederick Bouchardy (Joya) and Jeff Lawson

FRAGRANTICA TEAM AT THE ELEMENTS:

IDA MEISTER: "Most important for me was the sense of family I feel among our fellow writers at Fragrantica - I wish I could have fed them more than homemade brownies."

John, Elena, Olga, Ida, Jodi and Zoran

ALL ARTICLES FROM THE ELEMENTS AUGUST 2012

                        reportage from all 4 panels by Ida Meister

	Lightscape by ULRICH LANG NEW YORK by John Biebel
	Frapin's Newest Fragrance: Speakeasy by Jodi Battershell
	Juniper Ridge – Beyond Organic by Olga Ivanova & Zoran Cerar
	E O V - Essence of Vali by Olga Ivanova & Zoran Cerar
	New Jacomo de Jacomo and New Silences Sublime by John Biebel
	Vegas Dream by John Biebel
	Introducing Jul et Mad: A Love Story in Fragrance by Jodi Battershell
	Sweet Treats for the Nose: Alice & Peter by Jodi Battershell
	Lili Bermuda at The Elements by John Biebel, Olga Ivanova & Zoran Cerar
	New Release: Andrea Maack - Coal by Ida Meister
	Yuthica by Olga Ivanova & Zoran Cerar
	Smell Bent: Brent Leonesio and the Kitchen Sink at Elements by John Biebel
	Apothia Makes a Visit to Elements Showcase by Jodi Battershell
	La Bella Figura Brings The World to You by John Biebel
	Kusmi Tea by by Olga Ivanova

List of Brands and Schedule of the events