Fragrance Foundation spices up FiFi's adding two new awards

By Pooja Kondhia

- Last updated on GMT

Hosted by The Fragrance Foundation, the 2011 FiFi Awards took place on May 25th, returning to the Lincoln Centre in New York City,with the introduction of two new awards to its roster spicing up this year's ceremony.

A grand event, it sees over 800 industry leaders get together with celebrities from the stage, screen and music each year, to find out who has won what award from a possible 30 categories.

Rochelle Bloom, president of The Fragrance Foundation, commented, “The FiFi Awards is all about honoring and highlighting fragrance creation through all its many facets. Showing off, if you will, the most marvelous creativity, the abundance of talent, the most beautiful fragrances in the world​.”

She also spoke about the fragrance hall of fame award, which she said, “recognizes a classic fragrance that holds a place of honor in the fragrance pantheon with its longevity and legions of fans​.”

New Award Categories

Among the categories, two new awards have been introduced this year; ‘fragrance superstar of the year award’ and the consumer’s choice award.

The fragrance superstar of the year award has no restrictions as to male, female or distribution channel; of the top five fragrances showcased that evening, guests were able to vote at the event, with the winning fragrance announced immediately.

The consumer’s choice award was voted on by consumers through social networks, media sites,, iPerfumer etc. on a stand-alone basis and consisted of male and female sub-categories.

Another change seen at this year’s event was the fragrance celebrity of the year award changing slightly to become the Elizabeth Taylor fragrance celebrity of the year award; renamed to commemorate Elizabeth Taylor and her contributions to the fragrance industry, it is awarded to celebrities who have embraced and promoted the fragrance industry over a period of time.

Winners of FiFi Awards

Winners of this year’s event include Bombshell by Balenciaga Paris, Victoria’s Secret, Halle by Halle Berry, My Life by Mary J Blige, for fragrance of the year women’s awards, with Gucci Guilty winning this as well as a fragrance superstar of the year award.

In the men’s fragrance of the year awards, winners include Republic of Men Essence EDT by Banana Republic, Hervé Léger Homme, Tom ford Azure Lime and Bleu de chanel, with Jean Paul Gaultier winning a fragrance hall of fame award.

The consumer’s choice award winners were Bath & Body Works Signature Collection for Men Twilight Woods and Bombshell – Victoria’s Secret for the women’s category.

The Elizabeth Taylor fragrance celebrity of the year award was won by Halle Berry.

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