Gearing Up For FiFi 2011

Winter may be upon us, but things are already heating up for the Fragrance Foundation’s 2011 FiFi program, which will take place in the Spring.

“We are already in full FiFi mode!” said Rochelle Bloom, president of The Fragrance Foundation. “The brands are submitting their best fragrances, interior collections, bath and body products, packaging, media campaigns, technological breakthroughs, nominating a classic fragrance for Hall of Fame status or for the new Fragrance Superstar of the Year. Our team here is hard at work sorting through the avalanche of paperwork that, despite the digital age, gets the FiFi’s up and running each year”.


There is a lot to look forward to for this year’s FiFi Awards program, noted The Fragrance Foundation. Here’s a quick look at what you need to know, what’s new and what’s next for FiFi’s 2011:


New Venue: This year’s FiFi Awards evening, Wednesday May 25, will take place Under the Tent at Damrosch Park, Lincoln Center.


New Fragrance Superstar of the Year Award:This is a brand new award category for best fragrance of the year with no restrictions as to male or female or distribution channel. The fun and excitement of this new award is that guests attending The FiFi Finalists Breakfast at the Mandarin Oriental Hotel, Friday April 8will have the opportunity to vote for the final five there and then from a listing of the top 10 fragrances in each category, according to the Fragrance Foundation.

To add a further level of newness and excitement at The FiFi Awards evening that follows, it’s the attendees themselves who will have the ability to vote, on the spot, for the first-ever “Fragrance Superstar of the Year” out of the top five fragrances (tabulated by the Foundation’s accounting firm) showcased during the evening. The winning fragrance will be announced immediately and be presented on stage with a crystal FiFi.

New Consumer’s Choice Award: For the first time, fragrance-loving consumers will be able to cast their vote on a stand-alone basis for their most favorite fragrance without being combined with any other voting tabulations. The winning fragrance will be recognized as a true consumer’s choice and receive the ultimate FiFi Award accolade. The voting will take place via the social networks, media sites, osMoz.com andiPerfumer.

More info: www.fragrance.org