With so many celebrities rolling out fragrances and so many millions of consumers buying them, it’s easy to forget that creating a scent is actually an art form. It takes talent, skill, and inventiveness.
I was reminded of this fact earlier this week at Elements Showcase where an impressive collection of niche fragrance brands came together to present their diverse products. The bi-annual showcase that first premiered last January, is the vision of Jeff Lawson, owner of an events consultancy, Ulrich Lang, a former L’Oreal exec, and Frederick Bouchardy, founder of Joya, a creative collective specializing in fragrance.
The goal of the event was to connect fragrance designers with the media and buyers from top distributors like Barney’s and Henri Bendel, while at the same time, highlighting the artistry and craftsmanship of the exhibitors’ products.