Fragrance Trade Show to Partner with Capsule

by Harry Sheff

Capsule and Elements ShowcaseThe Elements Showcase fragrance trade show will be reborn as a special fragrance and grooming show within Capsule’s New York and Las Vegas men’s and women’s shows.

Capsule has had a significant fragrance and grooming presence at its shows already, with brands like Ursa Major, Juniper Ridge, Imperial Shaving and Lafco – most of which had also exhibited at Elements. But Elements should bring a new and greatly expanded roster of brands to the Capsule shows.

“We’re thrilled to be collaborating with Elements to bring to Capsule a great offering of the world’s most sought-after beauty, grooming and fragrance brands,” said Capsule cofounder Deirdre Maloney. “Lifestyle retailing is where the market is heading, and with Elements we will be able to offer our retailers the ability to discover great non-fashion offerings while they shop Capsule. The Elements show has an unprecedented reputation for its directional brand assortment and commitment to quality in their space. It is a perfect complement to the Capsule experience.”

“When we founded Elements in 2011, our goal was to reimagine what a trade show could be—to develop a marketplace that focused on quality, to assemble world-class brands and labels in an edited event that focused on the visitor experience and would enable buyers and the media to interact with designers in a fresh and imaginative new way. This collaboration with Capsule enables us to extend our reach and mission. Our upcoming shows will continue to focus on showcasing an unparalleled setting, with an enhanced perspective and audience to match,” added Elements co-founders Jeff Lawson and Frederick Bouchardy.

Bouchardy, Lawson and Ulrich Lang launched Elements Showcase in January 2011 in New York. The three created the show to fill a need for the growing men’s and women’s fragrance business, which was having a renaissance, particularly with new and niche brands. The first show featured 35 vendors and the second boasted more than 80 brands. But a few seasons later the momentum slowed as brands retreated to the safety of the New York Gift Show (now called NY Now), held at the Javits Center at the same time. The last Elements show was February 2014; the organizers didn’t produce shows for August 2014 or February 2015.

Elements will debut at Capsule’s New York women’s show, September 17-19. It will show next at the January 2016 New York men’s show and the February 2016 Las Vegas show.