Agent Provocateur triumphs at UK Fifis

Published: 26-Apr-2007

Luxury lingerie and fragrance brand Agent Provocateur scooped top honours at Monday night's UK Fifi awards, winning Best New Prestige Female Fragrance for Maîtresse.

Luxury lingerie and fragrance brand Agent Provocateur scooped top honours at Monday night's UK Fifi awards, winning Best New Prestige Female Fragrance for Maîtresse.

The awards, billed as the Oscars of the fragrance industry were announced at a star-studded ceremony in London.

Maîtresse, a sensual floral mix of aldehydes, white lotus petals and white ylang ylang beat off fierce competition from other high profile launches including Givenchy's Ange ou Démon, Armani Code for Women and Perles de Lalique.

The Best New Prestige Male Fragrance was awarded to Hermès' Terre D'Hermès.

Best New Fragrance in Limited Distribution for Men went to Jo Malone's Blue Agava & Cacao, while Black Orchid, Tom Ford's debut fragrance scooped the female equivalent.

Thierry Mugler Parfums and IFF were recognised for their visionary work with a Special Commendation for Education & Innovation, which was presented by Fragrance Foundation UK chairman, John Ayres.

On the packaging side, Puig's Prada Amber Pour Homme took home the award for Best New Male Fragrance Packaging, and Perles de Lalique scooped Best New Female Fragrance Packaging.

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