Fragrance News
Issue 2. Spring 2010
Q&A
Marc Jacobs has one. So does Victoria Beckham. Sean John loves his and keeps it on his yacht. Not to mention Ralph Lauren, Vivienne Westwood and Paul Smith. What do they all have in common? They are all winners of a Fragrance Foundation coveted FiFi Award. But what exactly is a FiFi? How do you get one? We asked Peter Norman, Chairman of The Fragrance Foundation, to tell us all about the Awards, the glamorous evening that celebrates the fragrance industry and the buzz that surrounds the event.
'Let's begin by asking you what is a FiFi?'
Peter Norman: The actual FiFi Award is a delicately sculptured sheet of crystal designed to simulate a drop of perfume and is presented to the winners each year at The Fragrance Foundation Awards evening.
'Tell us a bit about The Fragrance Foundation and the evening itself?'
Peter Norman: The Fragrance Foundation is a non-profit organisation supporting the fragrance industry, dedicated to expanding the appreciation and pleasures of fragrance. Most of our members come from the four corner stones concerned with the successful presentation and development of our industry. First, the essential oil houses, second the fragrance and beauty companies themselves, then the retailers and finally the media who together with the retailers are responsible to such a huge degree for getting our message across to our target market. We develop educational programmes, training seminars and market research papers. We have a website that is a resource for general information on fragrance. We receive over 20,000 visitors a month, ranging from professionals, students and members of the public who are passionate about perfume. So you see, we offer our members a unique platform for information, education and support as well as a great party and the more members we have the better value we can offer.
The annual FiFi UK Fragrance Awards, organised by The Fragrance Foundation in aid of Look Good…Feel Better, is unquestionably the fragrance industry's most prestigious event, rather like the 'Oscars', where we reward the genuine talents of the fragrance community with one of 17 coveted FiFi's in 10 categories. It's a fun, festive evening to recognise and honour outstanding creative achievement. The different categories encompass all stages of a perfume's life story : from the design of the bottle and the packaging that draws your eye; the evocative advertising to the very heart that is the juice' of a fine' fragrance. The FiFi Awards showcase this creativity. Guests always include the fragrance industry's movers and shakers. The media buzz calls attention to the pleasure and enjoyment that fragrance can bring to the consumer. Fragrance is the perfect fashion accessory.
'Can the fragrance consumer participate in any way?'
Peter Norman: Yes, the consumer can join in the fun! This year they can vote in The House of Fraser Peoples' Choice Awards, the Men's Health magazine's Readers Award and the Best New Niche Fragrance supported by basenotes.net. In the future we will be using the internet, social networking, blogs and twitter to get the vote out there.
'Do you think winning a FiFi influences the way a consumer will buy fragrance?'
Peter Norman: Certainly! If you know your favourite fragrance has won a FiFi, it might encourage you to try other fragrances from the same brand. Or, if the winning fragrance is from a fashion designer that you admire, then that might also be a factor. It's up to the winners and the retailers to shout it out. If I was the head of a fragrance brand now and we won, I would be instantly texting, emailing, instant-messaging, twittering, whatever it takes to all the fragrance sales consultants to let them know the good news and get them to share the excitement with their customers.
The FiFi UK Fragrance Awards
Monday April 12th 2010
The Royal Opera House
Covent Garden, London
6.30pm
www.fragrancefoundation.org.uk/fifi-awards/
Fragrance Foundation UK members receive complimentary e-newsletters.
© 2010 by The Fragrance Foundation UK. All rights reserved.
Details correct at time of publication
Contact details
Fragrance Foundation UK, 43 South Street, London W1K 2XQ E: info@fragrancefoundation.org.uk
Fragrance Foundation UK is a non-profit making organisation registered as a Company Limited by Guarantee.