As the Elements Showcase prepares to host its second design and fragrance showcase on August 15-16, the founders have announced their partnership with The Fragrance Foundation to introduce a new FiFi Award for Best “Indie” Fragrance Brand at this August’s show. Brands will be able to sign up to receive nominating forms at the show and via the websites of Elements and the Foundation. The winner(s) will be announced at the Elements Showcase in January 2012 and again at the FiFi Awards ceremony in the Spring of 2012.

Elements Showcase is the brainchild of Frederick Bouchardy, Jeff Lawson and Ulrich Lang. The first showcase, in January 2011, presented curated offerings in the field of fragrance design.

“We are honored to partner with The Fragrance Foundation in the creation of a FiFi for Best Indie Fragrance. Our goal at Elements Showcase is to continuously strive to promote what is cutting edge in design and fragrance and we feel this partnership is another step towards supporting that agenda.”

A crowd of buyers from all over the globe, including Barneys New York, Saks Fifth Avenue and Henri Bendel attended the January 2011 Elements Showcase. These buyers were exposed to dozens of emerging and established visionaries in the art of fragrance design including Bond No. 9, Lafco New York, Dayna Decker and many more. It will be from a list of fragrance visionaries similar to these that The Fragrance Foundation and Elements Showcase will accept candidates for the new FiFi Award based on criteria which will be shared in the weeks ahead.

“The Fragrance Foundation recognizes the talent and artistry of the “Indie” Brands and wants to acknowledge this category in the environment which celebrates their individuality and craftsmanship,” says Rochelle Bloom, president of The Fragrance Foundation.